Legacy Australia : Legacy Lager

Shortlist Award

Legacy Lager

Legacy Australia

Australia

2025

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Entrant Company

VML

Entry Type

Public Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Commerce

Category

Payment Solutions

Times were changing. While a respect and gratitude for veterans remains tightly woven into Australian culture, Aussies were turning a blind eye to charities asking for money... even if it was to thank fallen soldiers for their ultimate sacrifice. But take one glimpse into pubs and clubs across the country, the venues where Legacy gets the lion's share of their donations, and you'll find that there's another currency that continues to flow freely. An untapped social currency these audiences have always used to say thanks to one-another, cutting far deeper than cash, a hug or handshake ever could: buying someone a beer. Legacy Lager transformed Legacy's donation payment device from passive tin hats that asked for money, to beer taps that gifted patrons the ability to thank their fallen veterans by buying them a beer. Now being a permanent fixture, Legacy Lager taps can be found between all the other beer taps, making for a meaningful yet seamless payment solution at the point of sale for real beer. By weaving a touching cultural behaviour and transforming donations from a dollar currency to a social currency, the campaign didn't just make it easier for Aussies to donate, but un-Australian not to.

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Credits

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