Insurance firm Hiscox has launched a new campaign for its home insurance services, showcasing the “beauty of collecting”.

Titled Collections, the marketing drive was devised by Uncommon Creative Studio. It aims to target audiences who may have collections of fine wine, rare watches, art, antiques and jewellery.

“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,” said Richard Biggs, creative director at Uncommon.

“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.”

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The campaign is designed to feel more like editorial imagery than traditional advertising.

Uncommon has worked on previous marketing drives for the brand, including ‘The Most Disastrous Campaign Ever”.

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.”