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

Media

Category

Retail

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. With the lion's share of Legacy donations coming from Aussies in pubs and clubs, they needed to find a way to transform their 'invisible' cash donation mechanic into one that would catch their donors’ attention. Legacy Lager leveraged the one thing Australians can't ignore in pubs and clubs, beer taps, and turned them into a brand new from of media; physically and emotionally integrating Legacy's donation mechanic into one that allows Aussie patrons to buy their fallen veterans a symbolic beer to say thanks. With all the funds going to supporting their struggling families. Now being a permanent fixture in pubs and clubs across the country, Legacy Lager taps can be found between all the other beer taps, making for a device that fits in right at the point of sale. By weaving a profound cultural insight into untapped media placements, patrons no longer haphazardly crossed Legacy donation hubs. Instead, they would be looking right at it as they choose what beer to spend their money on.

All 2025 Winners

Credits

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