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19 Crimes

THE OBJECTIVE

Amplify 19 Crimes’ National 19th Cork campaign.

Turning on-pack promos into tattoos and bringing that IRL experience and our client’s story to just the right audience.

THE INSIGHT

Historically, tattoos symbolised belonging for convicts and gangs. Which for a young, disruptor brand called 19 Crimes is super relevant.

OUR JOB

Drive brand awareness, start conversations that relate to our client’s brand DNA and drive shareability around the on-pack promotion ‘golden ticket’ mechanic, using a truly memorable and unique activation.

STIRRING EMOTION

Connect with and leave a lasting (permanent!) impact on cool, creatives in a way that only 19 Crimes could.

THE STIR WAY

Introducing The Cl(INK).

We worked with a tattoo historian to understand popular prison tattoo iconography, then commissioned four tattoo artists to develop 18 designs, plus a 19th incorporating a clue to the ‘golden ticket’ location. Londoners were invited to our pop up tattoo parlour, The Cl(INK), for a free ink and a drink.

Impact and implications

Output

9.3m+

Combined coverage reach

Outtake

40

Slots filled within 12 hours of the event page going live

Outcome

200+

Visitors to The Cl(INK) for a tattoo or a glass of 19 Crimes

More work


Miele

Inspiring an influential fashionista tribe