The most disastrous campaigns
Not just one campaign - but a sequence of truly excellent, creative OOH work from an insurance brand.
For a few years, Hiscox have been creating some of the best B2B ATL work out there. It all focuses on multiple series of OOH work that appears across London roughly every year. Often, the campaigns are built on the "most disastrous campaign" platform, in which the OOH executions are themselves real big c*ck-ups, to relate to the potential pitfalls that SMEs face. In one year, this included work like a massive letter marked CONFIDENTIAL being torn open and its contents laid bare. Or an ad printed upside down. Or printed WAAAAY too small. Underlined with the line, ‘The story of your business, underwritten by Hiscox’. Another year, Hiscox managed to partner with a few other brands to 'ruin' their ads. Parodying beloved UK brands Specsavers, Cilit Bang, and Weetabix, the theme of corporate disasters continues. Fiona Mayo (UK MD of Hiscox) said “In a category that’s often serious and cautious, we’ve created a campaign with a distinctive visual approach and intelligent humour that’s rooted in deep insight, to stand apart.” We completely agree, Fiona.
The work
