WORK TO KEEP FREE" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
Creates a profound visual metaphor connecting blue-collar labor (hammer) with the ultimate symbol of American liberty, elevating the worker's purpose.
Steal this when
You want to imbue ordinary labor with a higher, noble purpose.