The specialized insurance company HISCOX He has launched a B2B campaign that places copyright in the center of the message and has done so by pulling irony by resorting to the corporate identity of three iconic brands in the United Kingdom: Specsavers, Weetabix and Cillit Bang.
It is a new iteration of “The most disastrous campaign in history “which uses the outdoor advertising of the insurer to illustrate with courage the same errors that it claims to solve. Already in 2023 he did it with a series of fences and Mupis poorly installed intentionally to attract attention to his service specialized in the daily problems of small and medium enterprises.
On this occasion, again devised by the agency Uncommonthe campaign includes a set of graphs produced by POSTERSCOPE which include folds after which the identities of the brands infringed and reveal the historical logo as the company behind the campaign are hidden.
The “Hiscox Copyright Infraction” Freedoms are taken with the distinctive assets of each brand, including corporate colors and iconic slogans of each. What, at first glance, looks like a trio of posters of Specsavers, Weetabix and Cillit Bang, is revealed as a fun commercial insurance campaign that seeks to raise awareness about the legal risks of the violation of copyright.
“Copyright infraction is a specially delicate topic for our customers in the marketing sectors, media and creation, where assets that may appear in their work for customers, such as music or photography, are usually protected”Fiona Mayo, Marketing Director at Hiscox has declared. “From software codes and databases to sculptures and architecture, the risk of infringing copyright exists in most sectors and this campaign is just a way to illustrate it.”
To carry out the campaign, from Hiscox they have had the collaboration of the three brands referred to in the graphics: “The risk of accidentally infringing copyright is very real and many of our clients face it in the development of their commercial activities. We are grateful to Specsavers, Weetabix and Cillit Bang for their help to give visibility to this danger of a so striking “, Fiona Maya added.
Hannah Skardon, Essential Home Marketing director in Reckitt (Cillit Bang), explained that when Hiscox shared his idea with them, “We realized that it was a fantastic opportunity to use our brand slogan to help spread an important message about the risk of violating copyright.”
