Don’t you wish you could buy a fallen veteran a beer?
For over 100 years, Legacy has been supporting the families of veterans who sacrificed their lives for our own. The support was … read moremainly funded by cash donations, collected from generous Australians. But these donations were running dry. Why? Because for Aussies, thanking with money has gotten a little… inauthentic. They prefer to say thanks with the real golden stuff: beer.
So Legacy installed 'Legacy Lager' taps all across the state, being dry taps that let patrons buy fallen veterans a symbolic beer to thank them for their sacrifice. All that with a simple tap of their phone or credit card. And sat in between real beer taps, it's right where it needs to be when patrons are buying themselves, and their mates a beer.
Launched on the nation's day of honouring our veterans, the interactive campaign was promoted with a film that showcases real Australian veterans who paid the ultimate price, straight from the national archives. All to strengthen emotional connections with a new generation of pub-goers, who will now be able to tap the tap all year round.
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