Disrupting the wine category with Augmented Reality
ABOUT
Wine is a $63 Billion dollar market with 4,000+ brands added annually. But with approx 64% of people buying based off label alone it's difficult for wine brands to get noticed. The app Living Wine Labels was created to give Treasury Wine brands globally, a more immersive experience that’s not only entertaining, but highly memorable. It’s the only global app to bring wine labels to life with augmented reality at such scale, with 25 unique AR experiences, 11 global brands in 10 languages.
PROJECT
International Portfolio Campaign
Client
Treasury Wine Estates
COLLABORATORS
JWT Melbourne
JWT San Francisco
Tactic.studio
FGMNT.TECH
MEDIUMS
Digital - Augment Reality
19 Crimes Experience
In the inaugural Living Wine Labels experiences, faces of Irish rebels on bottles of 19 Crimes came to life and shared stories of their time in the penal colony of Australia. We deemed it more fitting that The Magistrate's bottle would sit on the right side of the law. Thus, we created a "choose your own adventure style experience" in which the app user must plea with The Magistrate for their freedom. We could explain more or you could download the app - only available in Australia (we're not going to move an entire courtroom for a filthy criminal like you after all).
Recognition
2019 Silver North American Effies - Innovation: Living Wine Labels
2019 Finalist North American Effies - Brand Experience: Living Wine Labels
2019 Silver Effie - Media Innovation - Existing Channel: Living Wine Labels
2018 Bronze Caples Award - Innovation App Development: Living Wine Labels
2019 Silver American Advertising Awards Greater San Francisco: Augmented Reality: Living Wine Labels
2019 Silver American Advertising Awards Greater San Francisco:Innovative Use of Interactive/Technology: Living Wine Labels
2019 Silver American Advertising Awards Greater San Francisco: Mobile App: Living Wine Labels
Wolf Blass Experience
Explore the immersive winery of Wolf Blass, from the cellar door to the river than runs through the terroir of the landscape. Click any yellow flashing hotspot to watch videos from the wine makers.
![Wolf_Blass_Angle_[2].jpg](https://images.squarespace-cdn.com/content/v1/5adb6e61266c076c34ea7f7d/1564534649623-OSVE1CACRPLMSWVDT4AI/Wolf_Blass_Angle_%5B2%5D.jpg)
![WB_Elevations_[Left].jpg](https://images.squarespace-cdn.com/content/v1/5adb6e61266c076c34ea7f7d/1564534649737-OFT4HTGX690HFIP7VJXF/WB_Elevations_%5BLeft%5D.jpg)
![WB_Elevations_[Top].jpg](https://images.squarespace-cdn.com/content/v1/5adb6e61266c076c34ea7f7d/1564534649794-HGSR2RHLSYQL3NW07K2N/WB_Elevations_%5BTop%5D.jpg)
RESULTS
Matua Experience
As a wine best served chilled, Matua takes it's teal colour from the glacier run off that runs through the picturesque mountains of New Zealand. Explore the world and tap the snowflake to make the world even colder.
