While big in the UK, small business insurer Hiscox was looking for growth in the US. This is the start of the larger "I'mpossible" platform we created after a successful pitch win for gyro NY.
More about the campaign...
The campaign features real-life Hiscox customers who have embraced the risks of starting a business, overcome the obstacles they have faced, and turned the impossible into I’mpossible to become successful despite their challenges. Whether prison time, being bullied, or a life-altering disease diagnosis, against all odds these exemplary individuals created successful lives- and business lives.
(The red apostrophe being the difference between Impossible > I'mpossible will be a mnemonic hook in all the work ahead.)