The word is free

Newspapers Burson-Marsteller Bern takes the Diretissima and goes for the symbolic title of the Fribourg newspaper La Liberté The opportunity is tempting, and Burson-Marsteller has seized it: The Bern branch of the large Zurich PR and advertising agency has realized an image campaign for the Fribourg daily newspaper La Liberté based exclusively on wordplay relating to "freedom". Burson-Marsteller formulated posters such as "À nous La Liberté", "La Liberté d'afficher" or "Vive La Liberté" around the original white title on a red background. The F12 posters in Fribourg and the surrounding area are intended to "attract attention and convey the values of the daily newspaper", says consultant Olaf Pilleri. The Bern agency won the new client from Fribourg through a test run last year. In a summer competition, various objects had to be guessed over a period of eight weeks, which were described in ever more concrete terms in subsequent advertisements. In this way, a "thing with four wheels" was turned into a BMW Mini in several stages and at the same time into a huge success - because the newspaper generated eight times more coupons with this competition prize than with conventional advertising. The trust of the French-speaking client in a German-speaking Swiss agency was won, especially as CD René Walker and another employee at Burson-Marsteller in Bern are from Fribourg.
In addition to cinema slides and various sponsorship events, the new campaign is now being supplemented with radio spots. Using a tape recorder, the advertisers spent a whole day in Fribourg asking passers-by about their ideas of "freedom". Answers such as "For me, La Liberté means weekend" or "For me, La Liberté means the smell and noise of the rotary press", as one printer of the newspaper with 4,500 copies and around 100,000 readers in Fribourg put it.
Campaign for La Liberté: word games with freedom.
Andreas Panzeri