19 Crimes

Cali Red by Snoop Dogg

Curator: Ashley McKenzie-Barnes
PR AOR: Craft PR
Awarded: Applied Arts Media Advertising Awards

19 Crimes brought its brand to California and is celebrated a stateside launch with a multi-year partnership with iconic rapper, Snoop Dogg through the release of ‘19 Crimes Cali Red’.

As part of the launch in Canada, the ask was to curate life-sized installations with three Canadian artists from Vancouver, Calgary and Toronto. The sculptures were to that celebrate the partnership with Snoop Dogg through an epic rendition of him, using elements of the 19 Crimes Cali Red wine directly in the art while setting the tone of the brands core values: anti-authority, rule breaking, culture-creating and redemption.

Each artist created one installation that is on display in an alcohol retailer in their respective city. The chosen artists were:

Carson Ting with the Chairman Ting team
Vancouver (Sept 2020)
Winner of the Applied Arts Media Advertising Awards

Tyler Lemermeyer
Calgary (Sept 2020)

Jordon Sook
Toronto (Early 2021)

In acknowledgement of the current social and political climate, the brand is honouring this partnership with a $100,000 donation to the NAACP Legal Defense and Education Fund, supporting the search for justice for those who face discrimination and inequality.

Video below: Works by Chairman Ting
Video production: Kindred & Scout Productions

Video below: Works by Tyler Lemermeyer
Video production: Michael Ngvyen

Video below courtesy of Jordan Sook