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