19 Crimes challenges traditional romance with unique Dublin activation

This Valentine’s Day, 19 Crimes challenged traditional love with an installation in Dublin, encouraging consumers to embrace unconventional relationships and celebrate love on their own terms

This Valentine’s Day, 19 Crimes broke the rules of romance and redefined love with a bold, unconventional activation in the heart of Dublin.

Inspired by the shifting landscape of modern relationships, the rule-breaking wine brand took to the streets, inviting consumers to challenge tradition and embrace love on their own terms.

At the heart of the campaign was a provocative and immersive activation, transforming Dublin’s city centre into a love rebellion zone. 

The “Love As Expected – Or Don’t” installation wasn’t just an event – it was a statement. 

A striking rose-covered wall, adorned with red and black roses, symbolised the spectrum of modern relationships. 

From traditional love stories to unconventional romances, the activation empowered consumers to own their version of love – whether expected or not.

A wall of rebellion

A stunning rose-covered wall appeared on Drury Street and at Bootleg last Friday and Saturday, stopping people in their tracks with its provocative message and striking red & black roses. 

Visitors were invited to grab unique stickers to personalise their bottles and embrace the rebellious spirit of 19 Crimes.

Did you know?

Research conducted by the 19 Crimes brand team revealed that more than 50% of Gen Z & Millennials would consider being in an unconventional relationship…

• 28% have been in a “monogamish” partnership, where occasional outside sexual activity is allowed.
• 15% have been in a Throuple, where three people are involved in a romantic and committed relationship.
• 12% know someone in an ACE (asexual) relationship, which involves affection but no romantic attraction.

19 Crimes’ limited-edition Valentine’s labels feature customisable love-note spaces, allowing consumers to send a bold message to lovers, secret admirers, or someone off-limits. 

Available to purchase from Dunnes, SuperValu, and all good off-licences – miss it, miss out.