Chubb Insurance of Canada




» Background

Chubb Insurance provides high-end personal, commercial and executive risk coverage for the discriminating Client through a network of independent brokers. Prior to 1995, Chubb used creative developed in other markets outside of Canada, to communicate its message.

» Key Problem

Chubb Insurance lacked a distinctive identity in a very fragmented Canadian P&C market. The Calexis challenge was to differentiate Chubb Insurance from other insurers and from another unrelated company, Chubb Security.

Creative Strategy


Position Chubb Insurance as the pre-eminent Canadian insurer of high-end personal and business assets. Reinforce and develop premium positioning of prestige, quality and superior service. Target at very high end consumers with a message that emphasizes the INSURANCE values that Chubb Insurance represents - excellent claims service, financial strength, coverage for the discriminating Client.

Executional Elements


Establish a Chubb Insurance Company of Canada creative look. Maintain creative strategy, refreshing the creative elements as the campaign progresses. Take special care to not focus on subject matter that could suggest security. Further emphasize Chubb Insurance's identity through a more dominant presentation of the Chubb Insurance logo.

Full page, four colour magazine print has been used for this campaign, now in its 10th year. Calexis created English, French, Chinese, broker and end-user versions of ads in this campaign.