Case Study
19 Crimes – Obedience Gets You Nowhere, 2024
Rather than asking consumers to simply watch a campaign, 19 Crimes invited them to shape it. 'Obedience Gets You Nowhere' transformed the brand's rebellious DNA into a creator-led movement, bringing together artists, storytelling and consumer participation through original content, social media, a voting microsite and limited-edition merchandise. The result was a campaign that blurred the line between audience and creator while reinforcing what the brand stands for.
MISSION
Challenge traditional alcohol marketing by creating a participatory campaign that celebrated creativity, individuality and rule-breaking. The objective was to deepen loyalty among existing consumers, attract new audiences, generate meaningful conversation and contribute to ambitious sales growth across Ontario, Alberta and British Columbia.
DELIVERY
XMC conceived and executed the end-to-end campaign, commissioning three artists from key markets in Canada to create original works inspired by 19 Crimes who then documented their creative process through a series of social-first films. Consumers followed each artist's journey, voted for their favourite piece through a custom microsite and helped determine the winning design, which was transformed into exclusive co-branded merchandise available across Canada. From creative strategy and content production to influencer management, contest administration, microsite development, paid media and e-commerce, XMC delivered an integrated creator ecosystem that kept audiences engaged from launch through fulfilment.
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Digital Strategy & Campaigns, Talent & Project Management
RESULTS
The campaign generated more than 2.5 million impressions and over 240,000 video views, demonstrating the power of creator-led storytelling to capture attention in a crowded social landscape. More importantly, it translated engagement into business results, contributing to a 21% increase in Ontario sales while expanding the brand's reach into new audience segments. Its creative excellence was further recognized with a Platinum Hermes Creative Award, reinforcing the campaign's success from both a marketing and industry perspective.
