Shouting someone a beer is the Aussie way to say thank you. Now Australians can even say thank you to fallen veterans with a symbolic beer.
VML and Legacy’s Legacy Taps have been installed alongside other beer taps in pubs and clubs across NSW. The dry taps are equipped with RFID technology, allowing patrons to thank their fallen veterans by buying them a symbolic beer with a simple tap of their phone or credit card. Each donation directly supports veterans’ families, providing them with crucial financial, social, and emotional assistance.
The idea had a soft launch around Remembrance Day (November 11) last year, Australia’s memorial day to honour defence force members who have died in the line of duty since World War 1. This year’s Remembrance Day launch follows12-months of research, testing and development.
DIVISION and director, Harry Welsh, created the campaign films using real veterans and their heroic stories. The campaign captured the heart of the media with major news outlets reporting on The Legacy Tap as their prime-time Remembrance Story.
Mitchell Watson, director of fundraising marketing and communications, Legacy Club Services, stated, “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. These taps will serve as a constant reminder of our diggers, and support Legacy families while they’re at it.”
Jack Delmonte, VML Sydney creative director, added, “We couldn’t be more excited to see the Legacy Tap finally make its way into pubs and clubs around the country. It’s been such a humbling experience meeting some of the families Legacy supports and hearing their stories. 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.”
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: Tom Tearle
APAC CCO: Paul Nagy
Group Executive Creative Directors: Richard Williams & Jake Barrow
Creative Director: Jack Delmonte
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Senior Account Director: Leanne Keogh
Account Executive: Max Ohman
Strategy Director: Clancy Walsh
Executive Producer: Rachel Rider
Lead Producer: Stevi Russell
Senior Producer: Aborah Buick
Junior Producer: Isabella Lasovski
Experience Design Director: Elliot Owen
Senior Production Designer: Meg Copp
Designer: Brock Willis
Lead Editor: Aleksander Janev
Motion Art Director: Mitch Clark
Freelance DOP & Editor: Oli Roe
Freelance Photographer: Nicholas Bonfrere
PR Agency: Sabio
Production Company: DIVISION
Sound Production: Noise International
Legacy Tap prop maker: MacGyver Models
