Liberty Mutual | Liberty Biberty

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.

So we grabbed that equity back for Liberty Mutual, we took our phrase and transformed it into a a new spokes-character-thing named Liberty Biberty.

There weren’t any rules or preconceived ideas of what a “Liberty Biberty” was. But we knew we wanted Biberty to be real.

So, we skipped the CGI and AI and decided we needed something that people could actually touch and interact with. Something that could exist in the real world. One part Liberty (his crown), and one part Biberty (whatever that is).

We partnered with the legendary Jim Henson Creature Shop. They helped turn our dreams into this little entity that could move and emote.