HISCOX: ‘JOY OF TEXT’

Targeting different types of business, by playing with type

PROBLEM: Your brand campaign isn't nimble enough for an omnichannel world.

SOLUTION: Keep the brand values, ditch the pictures.

MEDIA: PRINT

Part of Hiscox’s offer to ‘small and brave’ businesses includes policies aimed at specific professions, including management consultants, IT experts and accountants.

This suite of ads aimed to target specific sectors, often playing with the stereotypes or terminology associated with certain industries, as opposed to the broader appeal to bravery and ambition found in other entries into the campaign.

The focus on typography, rather than Hiscox’s traditional use of beautifully-shot red objects, was designed to make the campaign more agile and easily transferable into awkward formats.