Breaking Barriers: The Rise of 19 Crimes in the UFC Arena
The 7th Annual Awards
- Best Advertisement: 60 Sec and Under
ABOUT THIS ENTRY
To introduce themselves as the newest Official Partner of UFC, 19 Crimes created a video with attitude that celebrates those who challenge the status quo and break barriers. The electrifying video is a dynamic mix of sport, wine, and pop culture that captures the essence of both brands and amplifies their shared values — making a powerful statement that resonates with fans and leaves a lasting impression.
How does this represent "Excellence in Engagement"?
We created this powerful video that captured the essence of UFC while embracing 19 Crimes’ rebellious spirit, bringing their partnership to life in a way that resonated deeply with fans. The video unapologetically tapped into the passion that both UFC and 19 Crimes fans share of not playing by the rules and challenging the status quo.
The campaign exceeded KPIs across social and digital platforms, reaching far beyond the UFC octagon. By incorporating pop culture music, we enhanced relevance and excitement, amplifying the partnership’s impact and creating a cultural moment that sparked engagement.
This work sets a new benchmark for fan engagement by showing how brands and sports can connect with audiences in an authentic, relevant and meaningful way. It proves that when brands understand their audience and tap into shared values, they can create unforgettable experiences that drive excitement and loyalty.
As we reflect on this groundbreaking collaboration between 19 Crimes and UFC, we’re reminded that true innovation knows no bounds, and we’re eager to see where this partnership takes us next.
Objective
With a dedicated and passionate fan base, UFC boasts an immense following in the realm of sports. This space is typically dominated by beer and spirits; that is, until a rebellious wine brand came to play. By becoming an Official Partner of UFC, 19 Crimes has once again pushed boundaries as UFC's first ever wine sponsor. This groundbreaking collaboration with the world’s leading mixed martial arts organization marks a pioneering move within the wine category. This partnership encompasses pay-per-view and Fight Night integration, ensuring high visibility within the iconic octagon. To introduce 19 Crimes to UFC fans, we created a captivating video that effectively showcases the brand’s identity and announces their exciting partnership as the Official Wine of UFC.
Strategy & Execution
Our creative approach was to embrace the rebellious spirit of 19 Crimes while echoing the energy of the sport and its passionate fans. By enlisting creatives on our team who were avid UFC fans, we were able to infuse our work with an authentic passion for the sport. Drawing from our experience with launches for Snoop’s 19 Crimes partnership, we leveraged our expertise to ensure that this collaboration with UFC would resonate with audiences in a similarly impactful manner.
We created the high-energy video spot with an attitude that celebrates those who challenge the status quo. In it, we leveraged a fast-paced signature track by the music artist SXMPRA, a cameo by the infamous Snoop Dogg, augmented reality talking wine labels and thrilling highlights from the UFC fights. We even incorporated cultural vignettes from 19 Crimes’ global marketing campaign, “Obedience Gets You Nowhere.”
Organizations
- 9Rooftops
- Treasury Wine Estates
- 19 Crimes
- UFC
Links
Featured
- Snoop Dogg
- SXMPRA
Credits
Jon Solimando
Brand Director
19 Crimes
Olivia Prewitt
Brand Manager
19 Crimes
Tanya Beers
Brand Strategy Consultant
19 Crimes
Scott Seymour
EVP & Chief Creative Officer
9Rooftops
Riley Easton
Creative Director
9Rooftops
Julie Mann
Account Supervisor
9Rooftops
Hue Hughes
Senior Video Editor + Motion Graphics Lead
9Rooftops
Jeff Mayoh
Creative Director + Sr. Video Producer
9Rooftops
Matt Hefner
Art Director
9Rooftops
Caitlin Wallace
Producer
9Rooftops
Gabrielle Nero
Associate Producer
9Rooftops
Michael Hrizuk
Creative Director, Lead Photographer
9Rooftops
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
