Melburnians Scream At Top Of Lungs For Spot In Upcoming Horror Movie

Australian wine brand 19 Crimes has launched a new Halloween campaign, giving Aussies the chance to be an extra in an upcoming Australian horror film, with its ‘Scream to Win’ competition.

Created by TWE X Splash and executed via Mango Communications, the competition launched with an ominous scream booth in the middle of Melbourne’s Crown River Walk over the weekend.

More than 500 Melburnians let out their most harrowing screams for a chance to win a spot as an extra in an upcoming Australian horror film, with travel and accommodation covered, along with two days on set. Additional spot prizes were also claimed by other top-tier shriekers visiting the booth.

The activation celebrates 19 Crimes’ limited-edition wine range with Universal Monsters, featuring glow-in-the-dark labels. The collection showcases characters like Frankenstein, alongside two new additions -- The Mummy and The Bride of Frankenstein -- across Hard Chard, Shiraz, and Cabernet Sauvignon varieties.

Wine lovers around the country are also invited to ‘Scream to Win’ beyond the booth, by buying a bottle of 19 Crimes wine and entering their scream via the microsite.

Nick Powell, Treasury Wine Estate’s head of regional marketing ANZ said, “At 19 Crimes, we’ve always loved shaking things up -- and Halloween is the perfect time to do just that. Last year, we unleashed the Possessed Wine Bar, and this year we’re inviting Aussies to scream their lungs out for a shot at horror movie glory."

Marni Burger, design director of Splash, the in-house creative agency for Treasury Wine Estates said, “We’ve had fun turning something that’s synonymous with Halloween into a form of currency. We’re hoping that over this spooky season, screams will be heard at house parties and bottle shops around the country, and instant prizes will be flowing."

Alex Lefley, general manager at Mango said, "It’s been great bringing this to life with Splash. We’ve made some incredible work together and seeing our campaigns evolve year on year with world-class creative and bigger executions is a testament to all involved.”

Outside of the activation and PR, the 'Scream to Win' campaign was bolstered across media and socials via Mindshare, Milkman, and Social Soup.