by Vocativ Staff

Australian wine company 19 Crimes is using an augmented reality application to bring the characters on its labels to life.

The company is celebrating Australian history, and in particular, the country’s criminal roots. The characters that appear on its wine labels are storied convicts and Australian settlers. The company collaborated with San Francisco-based tech company J. Walter Thompson Worldwide to create a wine label where characters move and speak with lifelike precision.

“Augmented Reality is an exciting technology, giving us the unique opportunity to let these historic criminals-turned-colonists tell their own stories in a way that resonates with today’s consumer,” said Samantha Collins, 19 Crimes’ marketing director.

Not only will consumers learn about the once-convict colony of Australia, but they’ll never drink alone again.

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