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

Public Relations

Category

Cause Related

Times are changing. Aussies are turning a blind eye to organisations asking for money, and as a result, charities across the board are struggling. Legacy, a small charity that supports injured and deceased veteran families, was no different. With a combined media and production budget of less than $30,000, they needed an idea that would not only capture the hearts of Australians, but of the media too. They needed to be talked about without paying for it. They needed a carefully designed PR campaign. A deep-rooted respect for veterans may be tightly woven into the fabric of Aussie culture, but there's still nothing that gets the nation’s attention more than a new beer at their local pubs and clubs. So we combined the two for a campaign we knew the country would lap up. By turning their donation mechanic into interactive beer taps, Legacy Lager finally gave Aussies the ability to thank their veterans the way they've always wanted to: by buying them a beer. Located in pubs and clubs across the country, news of the new 'brew' stole hearts and headlines all around. Weaving a profound cultural behaviour into an innovative donation drive, the campaign effectively got Aussies to buy their fallen veterans a symbolic beer: old and new.

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Credits

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