The insurance industry doesn’t feel great. It’s complex. It’s opaque. It’s full of fear. And best case scenario, you pay money every month and hope to never have to use it.

Liberty Mutual needed to bring a bright spot and make people feel good about insurance again. So we looked to the past.

In 2019, the phrase “Liberty Biberty” started as a flubbed line in a Liberty Mutual commercial. And over the years it’s wormed its way into people’s brains and straight into culture at large. This meaningless phrase took on a life of its own in the world, but it was also getting further and further away from Liberty Mutual.

So to take this equity back for Liberty Mutual, we took our phrase and transformed it into a a new spokes-character named Liberty Biberty. One part Liberty (his crown), and one part Biberty (whatever he is), our little yellow fuzzball isn’t just a pretty face. He’s a practical puppet fabricated by Jim Henson’s Creature Shop that not only tells people how good it feels when you have Liberty Mutual, but he makes people feel great too.