Treasury Wine Estates approached us with an already compelling brand, and it was up to us to bring it to life. We employed a character that had qualities most guys admire: The bad guy. They have style. They’re smart. They’re self-made and tough. Bad guys know how to live right. So we created an entirely digital campaign where bad guys gave advice on things like fashion, exercise, social situations and of course cooking – all with a distinctively criminal twist. From our campaign, 19 Crimes grew over 400% in Canada year-over-year.