Andrew Bao & Charlie Dejean Creative Team

ABOUT

Legacy Lager transformed a struggling charity's donation collection mechanic from a passive tin hat to an interactive beer tap that pub patrons tapped to buy their fallen veterans a beer.

Leveraging a profound Aussie behaviour, and promoted with beer-inspired posters, coasters, socials and films that called for Aussies to donate, the taps made for a donation device that patrons couldn't help but interact with. Not just making it easier to donate, but un-Australian not to.

Launched on Remembrance Day, the taps achieved a massive 431% boost in donations and $4.2M in earned media from just a $10k media budget.

AWARDS

Best Ads - Top Pick x2
Cairns Crocodiles - Bronze x2
Cairns Crocodiles - Gold
Cairns Crocodiles - Shortlist x6
Cairns Crocodiles - Silver x2
Cannes Lions - Shortlist x3
Cannes Lions - Silver
Clios - Shortlist x2
Clios - Silver
Oneshow - Shortlist x10
Snowflakes - Best in BX
Spikes Asia - Bronze x3
Spikes Asia - Gold
Spikes Asia - Shortlist x3
Spikes Asia - Silver
THE WORK - Acceptance x3

MADEIT CREDITS

  • Legacy AustraliaClient
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