Client Intro
Iniciativa Liberal was a brand-new political party that was born on social media. It brought a liberal vision for Portugal — one that stood in stark contrast to the dominant narrative in traditional media, which leaned left and often painted liberalism as the root of economic and social problems.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Challenge
We faced a double challenge: make an entirely unknown party visible, and promote an ideology that many still saw as a bogeyman. And do it with hardly any budget. As a new party it had no public funding.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Approach
Our strategy? Revive a long-forgotten medium: billboards. Political billboard messages were usually dull, vague, and forgettable. We did the opposite. Our messages were bold and provocative:
“You’re liberal and didn’t know it,”
“Taxpayers of the world, unite!,”
“Free yourself from tax oppression,”
Or the monopoly themed outdoor “Taxopoly.”
These lines were sharp enough to spark instant reactions — and trigger debates across social media and mainstream press.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Results
The success was immediate. Traditionally, new parties take years to gain national traction and secure enough votes to elect a single MP. With this campaign, Iniciativa Liberal managed to elect its first deputy on its very first try.
The billboard campaign was so striking that the party quickly became known as “the billboard party.” Today, most other parties try to imitate the model.
