The Liberation Loan of September 1918 was the fourth loan issued by the French government during World War I; the poster encourages the public to subscribe at a moment when victory is at hand: “We’ve got them.” The three Allied soldiers in the trench include a Scottish Highlander in a kilt, a French poilu (infantryman) holding his helmet aloft in a gesture of triumph, and an American infantryman aiming his rifle. Firmin Bouisset, a French advertising pioneer, established his reputation with his images of children, especially the ones in his 1893 poster for Chocolate Menier and in his 1897 poster promoting the “petit-beurre” biscuit manufactured by the Lefèvre-Utile company, He designed several war-loan posters for the London County & Westminster Bank, which had opened a main branch in Paris in 1913, in addition to others.