Luxembourgish Unfiltered: Long Live the Swear Words!

Learning a new language often starts with school, grammar rules and formal vocabulary. But let’s be honest: what everyone secretly wants to discover first are the everyday expressions, the local slang and… the insults!
It is this unusual yet universal angle that the ZLS (Zenter fir d'Lëtzebuerger Sprooch, the Centre for the Luxembourgish Language, part of the Ministry of Culture) is embracing for its brand-new language promotion campaign.

Primarily aimed at foreign residents - but just as entertaining for locals - this initiative breaks away from traditional institutional communication with a healthy dose of humour.

A vibrant and interactive platform: an ID+P & Midori collaboration
To bring this project to life, the online platform is the result of a close collaboration between two creative partners. ID+P created the visual universe through web design and graphic concepts, while Midori handled the technical development of the website.

Together, we created a vibrant and colourful landing page with a playful, cartoon-inspired style: frechheeten.lu. Far more than a simple glossary, the website encourages interaction: visitors can explore a ranking of the most popular Luxembourgish insults and vote for their favourite “Frechheet” (cheekiness or insolence) to help it climb to the top.

Humour that travels and gets displayed
Beyond the digital experience, ID+P was responsible for the practical and technical execution of the entire campaign. The agency designed and illustrated six exclusive posters, available to download for free.

Each visual features a local insult, not only translated but cleverly adapted into four languages to capture its full flavour: French, English, German and Portuguese. A fun way to brighten up your office walls while brushing up on your Luxembourgish classics!

Two waves to make an impression
Actively promoted by the agency across social media to encourage sharing and engagement, the campaign is unfolding in two key phases: the first wave launched in early July, perfectly timed to bring some summer energy, while a second push is planned for October to coincide with the back-to-school period.

One thing is certain: with frechheeten.lu, the Luxembourgish language proves that it has plenty of spice, personality, and a great sense of humour!