Legacy Club encourages Aussies to buy a ‘symbolic beer’ for veterans, via VML
Veteran’s charity, Legacy, has created a new donation mechanic allowing Aussies to donate by shouting a ‘symbolic beer’, via recently merged agency VML.
In an attempt to connect the charity to younger audiences, the Legacy Lager Tap is a dry tap that sits on pub counters, among other beers, that uses RFID technology inviting Australians to donate with the simple tap of their credit card or phone.
By shouting a ‘symbolic beer’ for a fallen veteran, all proceeds will go to their families to financially aid them for children’s schooling, bills and everyday groceries, among other expenses.
“We know that the younger generation in Australia will increasingly adopt digital payment methods in the future,” said Mitchell Watson, Legacy Club Services director of fundraising marketing and communications.
“We are continually exploring new donation tactics that support our mission of supporting veterans’ families,” he continued. “Legacy Lager is a great example of one such idea, that’s modern in its mechanic and also taps into a deep rooted Australian cultural insight of saying thanks with a beer.”
The pilot was first launched on 11 November – Remembrance Day – in partnership with the Solotel group .
The marketing support of posters and coasters in venues further communicates the purpose of the tap.
VML Sydney’s creative director, Jack Delmonte, added: “Convincing people to give away their hard earned cash is tricky at the best of times, even for the worthiest of causes.
“But buying someone a beer to say thanks? We don’t even think twice. It’s entwined into the sticky red carpeted fabric of Australian culture. How could you not buy a bloke who fought in the trenches of WW2 a ‘beer?’”
Credits:
Client: Legacy Club Services
Director fundraising, marketing & communications: Mitchell Watson
Community fundraising & events manager: Jayne Cree
Marketing & communications manager: Melissa Dao
Creative agency: VML Australia
CEO: Thomas Tearle
CCO: Paul Nagy Group
ECD: Jake Barrow
Creative director: Jack Delmonte
Copywriter: Charlie Dejean
Art director: Andrew Bao
Account director: Leanne Keogh
Account executive: Max Ohman
Strategy director: Clancy Walsh
Executive producer: Rachel Rider
Senior integrated producer: Stevi Russell
Senior producer: Aborah Buick
Junior producer: Tori Anderson
Experience design director: Elliot Owen
Senior production designer: Meg Copp
Designer: Brock Willis
Industrial designer: Chris Roe
Freelance filmographer and editor: Oli Roe
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Jack Delmonte
Legacy Club Services
Mitchell Watson
Remembrance day
veteran
VML
VMLY&R
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