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.