Legacy Australia

Legacy Australia

Legacy Lager

Legacy is a charity that raises funds for Australian veterans and their families. Established in 1955, not only was it fast losing relevance with a younger audience, but their donation mechanism was just as old - steel boxes that sit on pub counters. Which is a big problem as Australia moves towards a cashless society.

But buying someone a beer is a true sign of respect in Aussie culture. Not only is it a symbol of deep-rooted camaraderie, it’s also a way of saying thanks. So we built Legacy Lager — the world’s first beer tap that lets you buy a metaphorical beer for a fallen soldier to say thanks.

Not only did we modernise their donation mechanic for a cashless society, we tapped into a touching and culturally relevant behaviour. Not just giving people another reason to donate, but making it almost un-Australian not to.


Executive Creative Director: Jake Barrow
Creative Director:
Jack Delmonte
Creatives: Andrew Bao & Charlie Dejean

Next
Next

Meet Younger You