AAA
Here’s to the Next 120 Years of Helping
History becomes legacy
Creative / TV & Video / Art Direction / Copywriting / In-House Production
For a company with over 120 years of tradition, AAA’s past was becoming the sole focus of the brand. So how do you take over a century of caché and leverage it to build an exciting future? Glad you asked.
In Case of Everything
AAA was in a predicament. They were famous for the wrong thing: emergency roadside assistance. Members only need that once every three years; they weren’t seeing the value in AAA. So instead of trying to change the view that AAA is there only for “emergencies”, we leaned in to reveal how AAA is there for ALL of life’s emergencies, from autocorrect disasters to Zoom malfunctions to yes, of course, flat tires.
On The Plus Side
People think of AAA as a towing company. But we wanted them to think of us as the "peace of mind" company because AAA is the ultimate hack, shortcut and celebration-worthy secret to making life more affordable, safer and, best of all, easier.
We created The Plus Side, a red world of AAA's peace of mind, and contrasted it with the not-so-good side of life where the only thing you can depend on is yourself. So in a world where a flat tire always happens when it rains, where researching insurance is accompanied by endless hold music and where crossing your fingers is your only guarantee, you could just get AAA and be done.
It's Electric
Taking a road trip in an electric vehicle has one immediate downside to new drivers: where do I actually charge my car? To show the reality of roadtripping in an EV, we created a short documentary celebrating all things electricity through art, music and technology while going on an actual road trip from Atlanta to Nashville and back.
Along the way we interviewed three groups that highlighted the power of electricity: a neon sign company, an experimental soundscape ensemble and EV-converting hot rodders.
Should've Used a Travel Advisor
There are those moments. The ones where you eat at the wrong papusa stand in El Salvador, or when the ATM machine in Bolivia gobbles up your card, or when you’re careening down poorly-paved mountain switchbacks in Nepal in what you thought was an airport taxi (it’s not). These are the times when you think to yourself, "should've used a AAA travel advisor."
The Wonderful World of Adulthood
There was a time when adulting wasn’t a “thing”. When you just grew out of your parents house and had to figure it out. Why did it seem so easy for our parents and grandparents to figure it all out? What if the real explanation for that came from an informative video? We created a video series that acts as an informative guide for becoming an adult. Introducing The Wonderful World of Adulthood.
For All of Us
AAA members come from all different walks of life, and they all have different reasons for choosing AAA. So we told the stories of some of our more interesting members, while we rode along with them in the passenger seat to remind people that there is no certain type of person that is a AAA member. AAA is For All of Us.
The Dark Zone
Thanks to the pandemic, our houses were our offices, classrooms, gyms, and virtual happy hour bars. AAA took this opportunity to remind people how much space is actually out there with an epic road trip to an official dark sky area. Instead of spacing out to Zoom calls, we zoomed into outer space for a view into the ever-expanding universe. Claustrophobia averted.
AAA Insurance
We Take Policies Personally
Most insurance companies talk about speed and convenience. They brag about technology like chat bots and online price tools. But for AAA, that approach was crazy. Cars and homes take years to save up for. Mortgages take a lifetime to pay off. With all the hard work, discipline, and love that people put into these “objects,” the last thing we wanted to do was disrespect them with 15 minutes. Or less. This campaign brings the humanity back into a superficial category.
Meet in the Middle
After a year of quarantine, many of us hadn’t ventured out to see their friends and family. So, when folks finally got vaccinated and the restrictions lifted, AAA was in the perfect position to reunite a family via road trip. In this longform piece, we follow a brother and sister on a road trip across the country as they set out to meet in the middle and reconnect.
The De-jargonator
Understanding finances, insurance, and loans is confusing with all the jargon. The people at AAA, who deal with insurance and finance every day, wanted to help. So, we created a way for people to understand these terms on their terms by allowing the user to choose what type of explanation of a complicated subject is best suited for them. Into sports? Choose the baseball analogy. Not a jock? Try the gamer analogy. We de-jargoned jargon with an entertaining choose-your-own-adventure explainer series.
AAA Insurance
People. Not Policies.
Everybody’s insurance needs are different. Very different. That’s why at AAA we’ve never understood why the insurance industry focuses on hands-off solutions, online tools or even finding you policy in 15 minutes…Or less. Our agents respect the process. They take the time to know their clients, what makes them different, and what’s important to them. And that translates to the perfect policy, totally customized to their unique needs. So, no more off-the-shelf policies, express insurance, or flippantly sorting offers from an app. It’s time to make insurance personal again. Welcome to AAA Insurance.
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