Hiscox Tells the Stories of Home’s Most Precious Contents

Specialist insurer, Hiscox, has unveiled a new campaign for its home insurance services titled: ‘Collections’ - an elegant series designed to reflect the obsessive beauty of collecting.

Created with Uncommon Creative Studio, the campaign targets audiences whose homes may house precious collections such as fine wines, rare watches, fashion pieces, art, antiques and jewellery. The print executions have been crafted to feel as covetable as the collections themselves, with refined imagery and long copy.

Each element of the design, from the photography to the typography, has been handled with the precision and care of the collections it celebrates. The art direction strips away anything unnecessary, leaving behind compositions that feel timeless, tactile and confident. It’s work that feels less like traditional advertising, and more like editorial imagery that commands the viewers’ attention.

Across print placements, the copy is written like whispered collector lore:

“Made over a century ago by sixth-generation goldsmiths in Florence, your
Grandma’s ring is so beautiful it draws gasps from people who see you wearing it. And jealous looks from cousins who thought they would inherit it.”

Followed by a confident, understated reminder that:

Some things are so special, only a specialist insurer will do.

This narrative approach repeats across the series; wine that celebrates life’s milestones, art that becomes more valuable with absence, and each line proving Hiscox understands the value beyond appraisal.

Fiona Mayo, chief marketing officer, Hiscox UK said, “While this campaign is beautifully crafted, the reality behind it is serious. Many homes contain valuable collections that are often underinsured, or not insured at all and a single break, spill, or misplaced valuation can have consequences that go far beyond the financial. We wanted to shine a light on the passion and personal history contained in these items, and why they demand specialist home and contents protection.”

Richard Biggs, creative director at Uncommon said, “The things we cherish aren’t important because of how much money they’re worth. They matter because of the story attached to them. Every story is different, every story is personal, but they’re all worth protecting. The lovingly crafted, long-copy press ad has become a bit of an endangered species in recent years. But, here, it’s the perfect medium for Hiscox to show they understand the true value of their customers’ valuables.”

This marks the first home insurance brand campaign from Uncommon for Hiscox after the much-lauded Red Wine DM project. Prior to that, Uncommon launched ‘The Most Disastrous Campaign Ever’ for the brand - which used media space to boldly illustrate the very mistakes it insures with incorrectly spelt copy, upside down placements and misprinting to name a few.