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.

FULL CREDITS:

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: Tom Tearle
APAC CCO: Paul Nagy
Group ECD: Richard Williams & Jake Barrow
Creative Director: Jack Delmonte
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Managing Director (Resourcing): Kelly Foxcroft
Senior Account Director: Leanne Keogh
Account Executive: Max Ohman
Strategy Director: Clancy Walsh
Executive Producer: Rachel Rider
Lead Producer: Stevi Russell
Senior Producer: Aborah Buick
Junior Producer: Isabella Lasovski
Experience Design Director: Elliot Owen
Senior Production Designer: Meg Copp
Designer: Brock Willis
Lead Editor: Aleksander Janev
Motion Art Director: Mitch Clark

Freelance DOP and Editor: Oli Roe
Freelance Photographer: Nicholas Bonfrere
Freeland Editor: Augusto Mallmann

PR Agency: Sabio
General Manager: Millie Campbell
Account Director: Rhiannon Bulley
Account Manager: Deirdre McGinn
Account Coordinator: Kate Gibbons

Production Company: DIVISION
Director: Harry Welsh
Managing Director: Genevieve Triquet
Executive Producer: Morgan Benson-Taylor

Post production company: ARC

Sound Production: Noise International
Creative Director: Bruce Heald
Sound Engineer: Kathleen Burrows

Tap prop maker: MacGyver Models