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
29 Comments
Great idea
There’s levels. I love it.
Must be award season
Super simple, clever. I like. Do you get an empty schooyah with that?
I can tell the idea wants to be great, but it’s just a bit confused. You don’t buy them a drink. You donate.
Love it, super simple. Smart. I’d defo tap dat.
Love pints, love this.
hah – you sound like a poopoo head
What a way to honour and help their families. Hard to be neg about this. Good stuff.
Get one of these into every RSL club in the country.
I just hope it’s not a prototap.
love this idea – should get this on tv and spread the word
So is VMLY&R just called VML now? What’s the deal.
Can we just go back to calling them “Patts”.
Genius idea to pay our respects! These should be all over oz.
It’s a nice behaviour to ‘tap’ into. I never give to charity, but buy my mates $900 worth of beers every weekend. I dig.
Wonderful idea team. Gets my donation.
Yummy
…that I can’t talk this one down. This is smart.
Well done all who contributed.
Well done all involved.Great idea fir a very worthwhile cause.
Lovely idea, reading the posters left me wanting to know more about these veterans stories, where they served, and in which conflict and time period. If the scope of work grows then I’d love to see more work that builds on this with additional storytelling and photographs.
These taps are tops.
So, after attaching a device to a single chicken in a single farm and winning every award under the sun, the award machine needs that ‘difficult second album.’ (You can check the client’s website, one chicken.)
Obviously, this other device will no doubt be in a single venue along with its posters, but who am I to be cynical when literally EVERYTHING that wins ANYTHING out of Australia is for a charity or a client that barely has the budget to run a print ad.
What are you talking about single chicken on a single farm? That is categorically not true. There were dozens of devices on dozens of chickens. I saw them. And the step count is printed on the eggs still to this very day. Regardless, more devices don’t make that campaign better – it’s a PR idea at its heart. I feel that if you’re casting such slander in a public forum you should have to back this up with evidence. Of which you won’t have. Because there were more than one. Nice try though.
Great legacy of work for Legacy
Roll this out properly for ANZAC Day and watch the money pouring in.
A symbolic beer is better than no beer at all. Sick idea, hopefully it makes a difference.
For such a huge campaign, you would have thought the client would put the idea on their website. They haven’t.
Or put it on their Facebook page – they didn’t.
Even the main client hasn’t mentioned this on his social channels.
So call me old fashioned, but that makes this a one-off piece of award bait with dead soldiers as its subject.
Prove us all wrong VML.
What makes you think it’s such a “huge campaign”? The release clearly states it’s a pilot. The client is quoted in the release, so they’re clearly behind it. I was at VML when Legacy briefed this in. It was a real brief for a tough problem and the team came up with a really smart way of tackling it. Maybe the client is now seeing if it will work as a concept first instead of rolling it out into 100 pubs right off the bat. Probably a costly exercise for a charity to do something that big without a bit of confidence it will pay off. Nice of you to go digging around on the internet desperately looking for reasons to trash another agencies work.