Supporting veterans' families.
Legacy Taps have been installed alongside other beer taps in pubs and clubs across NSW, after a soft launch in 2023, and a year of research, testing and development.
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 financial, social, and emotional assistance.
Launched on November 11, Australia’s memorial day to honour defence force members who have died in the line of duty since World War 1, Australians will now be able to find the taps in pubs and clubs year round.
Legacy and VML partnered with DIVISION and Director Harry Welsh to bring the campaign to life, creating films using real veterans and their stories.
The campaign captured the heart of the media with major news outlets reporting on The Legacy Tap as their primetime Remembrance Story.
Legacy Club Services director of fundraising marketing and communications Mitchell Watson said these taps will serve as a constant reminder of our diggers, and support Legacy families.
“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.
VML Sydney creative director Jack Delmonte said he 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.”
Credits:
Client: Legacy Club ServicesDirector 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 ECD: 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 and Editor: Oli Roe
Freelance Photographer: Nicholas Bonfrere
PR Agency: Sabio
Production Company: DIVISION
Sound Production: Noise International
Legacy Tap prop maker: MacGyver Models
