• by Teresa Buyikian , 4 hours ago

Wine maker 19 Crimes is back this October with a new campaign for its Universal Monsters  series that takes the classic film fiends off the bottle and puts them on the dance floor.

The Snoop Dogg-founded brand is rolling out “Here for the Party (A Universal Monsters Dance Battle),” its first Halloween-centered short film. The campaign promotes the 19 Crimes x Universal Monsters limited-edition collection, which have glow-in-the-dark monster-themed labels that, when scanned, reveal interactive augmented reality experiences with the Universal Monsters.

The hero film, seen here, stars a cast of professional dancers at a Halloween party, each playing one of the Universal Monsters including Frankenstein, The Bride of Frankenstein, The Mummy and The Wolf Man. The “monsters” compete against one another in a spooky dance battle, with the super “Here for the Party” closing the spot.

“The Universal Monsters have been coming to life on our bottles for years. This campaign was about asking, ‘What happens when they step off the label and into the party?’” said Jon Solimando, global brand director, 19 Crimes. “By bringing these iconic characters into a modern-day dance battle, we created a fresh cultural expression of the brand while reinforcing what 19 Crimes stands for: bringing people together around occasions they love.”=

The film was created with 9Rooftops and directed by the Emmy Award-winning Ezra Hurwitz, who was himself a former professional dancer. The ads run across connected TV, YouTube, TikTok, Pinterest and Meta.

The campaign also includes multiple Halloween-related efforts including monster makeup creator content, recipe videos and a “Scream to Win” contest.

The 19 Crimes x Universal Monsters collection is available online and at participating retailers in the U.S., Europe and Australia while supplies last.