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Legacy Australia
Legacy Australia
Legacy Lager
Legacy Australia (a charity that supports the families of veterans affected by war) had a problem. The gold coin donations they were getting from their donation boxes in pubs and RSLs were drying up. Less and less people carry cash anymore and if you're anything like me, you shamelessly avoid talking to charity workers that come up to you on the street. But buying your mate a beer is a quintessential Australian behaviour you don't think twice about. Not only is it a symbol of deep-rooted camaraderie, it’s the aussie way of saying thanks.
Legacy Lager is the world’s first beer tap that lets you metaphorically buy a fallen veteran a beer – to honour them and pay respects, while helping to support their families left behind.
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.
launch films
Executive Creative Director: Jake Barrow
Creative Director: Jack Delmonte
Creatives: Andrew Bao & Charlie Dejean