19 Crimes
Putting 19 Crimes at the Heart of the After-Party
The Brief
19 Crimes and Cali by Snoop wanted to build credibility in music culture through an experience with genuine access and influence. The opportunity was an exclusive official after-show party with global artist PARTYNEXTDOOR at Stormzy’s House Party in Soho.
The brief called for more than logo placement. The brands needed to feel naturally woven into a high-energy night attended by artists, creators, music-industry leaders, media and selected fans, while supporting product trial, gifting and content capture.
We shaped a full brand takeover that combined naming rights, product placement and sampling with expressive visual details throughout the venue. The result placed both brands inside the occasion rather than at its edges.
- Client
- 19 Crimes
- Sector
- Wine, Spirits & Music
- Year
- 2024
- Services
-
- Talent Partnership
- Brand Activation
- Sampling
- Content
- Media Outreach
From the activation
The work behind the moment
Equals activated the talent partnership and transformed the Soho venue with a step-and-repeat, neon signs, lightboxes, screens, branded menus, glassware, cushions, posters and playful Snoop-inspired details. Named cocktails and product placement carried the brands into the guest experience across the night.
A trained ambassador team sampled the 19 Crimes RTD canned-wine range from a bathtub installation and roamed high-footfall areas including the kitchen, hallway and stairwell. Wine and rum were also integrated into serves, while branded gifting and photography created further moments for talent and influencers.
We produced a press release and secured coverage in London media. The event delivered a culturally credible platform and valuable operational insight for future after-show collaborations, from guest communications to VIP access and simplified menus.
What the numbers revealed
A snapshot of the measurable impact delivered through this project.
