AUNZ Work of the Week: Splash and 19 Crimes

Treasury Wine Estates' in-house agency, Splash, has launched the 'Possessed Wine Bar', transforming Fitzroy’s The Shady Lady into a pop-up featuring haunted objects worldwide, all to promote 19 Crimes' latest glow-in-the-dark wines. The event, on October 25 and 26, included a museum-style display of these eerie artefacts, each with a plaque detailing its haunting history. Guests signed a waiver before entering, adding an intriguing layer of risk.

Supporting the release of 19 Crimes' limited edition Shiraz and Hard Chard, this campaign turns a wine launch into a full-fledged haunted experience. The atmosphere goes beyond the ordinary with tarot card readers, ominous decor, and ouija boards on every table. The drinks themselves are part of the spectacle, creating a fusion of horror and indulgence that’s hard to ignore.

To close the event, a saging ritual led by a professional witch will cleanse the space of lingering spirits, ensuring that the Possessed Wine Bar leaves a lasting impression on all who dare to enter. This was more than just a product promotion — it was an immersive, chilling journey that rewards only the brave.