VML and Legacy officially launch Legacy Taps across NSW
VML and Legacy Club Services (Legacy) are helping Australians honour the country’s fallen veterans with the installation of Legacy Taps across New South Wales.
An initiative that went through a soft launch in November 2023, November 11 (Remembrance Day) saw the creative agency officially roll out Legacy Lager Taps across the eastern state, with the taps appearing next to other beer taps in clubs and pubs all year round.
Each tap contains radio frequency identification (RFID) technology that lets consumers purchase “a symbolic beer” for fallen veterans, by way of a credit card or phone.
Buying a beer from a Legacy Tap results in a donation to veterans’ families to offer them emotional, financial and social support.
The taps’ roll out is backed by a campaign that leverages a series of films that document a real veteran’s story – Harold, Dennis and John – in addition to a film that focuses on veterans as a whole. VML and Legacy worked with director Harry Welsh and production company, DIVISION, to develop the films.
According to Legacy Club Services’ director of fundraising marketing and communications, Mitchell Watson, the Legacy Tap movement serves two purposes: it modernises the veteran support organisation’s fundraising methods, and helps consumers action a core behaviour within Aussie culture – thanking someone by buying them a beer.
“The Legacy Tap modernises our fundraising approach, not just by digitising it, but tapping into a deep-rooted Australian behaviour: buying someone a beer to say thanks,” Watson said.
“These taps will serve as a constant reminder of our diggers, and support Legacy families while they’re at it.”
“It’s been such a humbling experience meeting some of the families Legacy supports and hearing their stories,” added Jack Delmonte, creative director at VML Sydney.
“It’s the closest I’ve even been to real life superheroes. Buying them a beer to say thanks for their service is really the least we can do.
“These taps bridge the disconnect between honouring our veterans and providing them with real tangible support.
“They also make sure Remembrance Day isn’t just on the 11th of November, but everyday.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Jack Delmonte
Legacy Club Services
Legacy Lager Taps
Legacy Taps
Mitchell Watson
Remembrance day
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