Seen+Noted: Legacy + VML let Aussies shout a fallen Veteran a beer to say thanks for Remembrance Day
Legacy has been providing support to veterans’ families affected by war for over 100 years, thanks to generous donations from Australians. A key collection point for the charity has been tin money boxes sat on the counters of pubs and clubs around the country. Legacy tasked VML to modernise the dated donation mechanic while also finding a way to connect the charity to a younger audience.
The Legacy Lager Tap is a dry tap that sits on the counter, amongst other beer brands, that uses RFID technology to allow Australians to donate with the simple tap of their credit card or phone. By shouting a ‘symbolic beer’ for a fallen veteran, all proceeds go to their affected families to help with aid such as children’s schooling, bills, and everyday groceries.
The pilot was launched in partnership with the Solotel group on Remembrance Day, Saturday 11 November. The Legacy Lager donation tap is supported by posters and coasters displayed throughout the venues, communicating the purpose of the tap while also fostering a stronger emotional connection with the sacrifices made by our veterans over the years.
Says Mitchell Watson, director of fundraising marketing and communications, Legacy Club Services: “We know that the younger generation in Australia will increasingly adopt digital payment methods in the future. We are continually exploring new donation tactics that support our mission of supporting veterans’ families. Legacy Lager is a great example of one such idea, that’s modern in its mechanic and also taps into a deep rooted Australian cultural insight of saying thanks with a beer.”
Says Jack Delmonte, creative director (Sydney), VML: “Convincing people to give away their hard earned cash is tricky at the best of times, even for the worthiest of causes. But buying someone a beer to say thanks? We don’t even think twice. It’s entwined into the sticky red carpeted fabric of Australian culture. How could you not buy a bloke who fought in the trenches of WW2 a ‘beer?’”
Client: Legacy Club Services
Director Fundraising, Marketing & Communications: Mitchell Watson
Community Fundraising & Events Manager: Jayne Cree
Marketing & Communications Manager: Melissa Dao
Creative Agency: VML Australia
CEO: Thomas Tearle
CCO: Paul Nagy
Group ECD: Jake Barrow
Creative Director: Jack Delmonte
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Account Director: Leanne Keogh
Account Executive: Max Ohman
Strategy Director: Clancy Walsh
Executive Producer: Rachel Rider
Senior Integrated Producer: Stevi Russell
Senior Producer: Aborah Buick
Junior Producer: Tori Anderson
Experience Design Director: Elliot Owen
Senior Production Designer: Meg Copp
Designer: Brock Willis
Industrial Designer: Chris Roe
Freelance Filmographer and Editor: Oli Roe
