Though well known in Europe, Hiscox were a new player to the American business insurance market where the competitors outspent them 20 to 1. Choosing not to follow the category and focus on the negatives of what could go wrong approach to insurance, Hiscox wanted to feature and champion the courage of small businesses. There were so many heroic stories of their clients making the impossible possible every day. We wanted to show them as the heroes they were.
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