AAA Insurance needed to stand out in an oversaturated space filled with deep-pocketed competitors. The brand didn’t have a talking gecko or action-movie emu; in fact, most people didn’t even know AAA offered insurance.

For over 100 years, AAA has been a brand solely dedicated to keeping people safe on the roads. From their humble beginnings — like volunteer programs that literally marked the nation’s roads with street signs — AAA has grown into a well-respected member-owned brand. Their hallmark comes from faithfully rescuing folks on the road, so it wasn’t a surprise when research showed that consumers genuinely trusted the brand. We had something no other insurance brand had, three powerful little letters: AAA.

Our work directly resulted in a 24% jump in quotes despite launching at the onset of the 2020 COVID shutdown - a time when the roads were historically empty.

I was the lead Art Director on this project responsible for designing and defining the brand’s art direction and building the new brand guidelines. We produced: TVC, social, OOH, print, direct mail, email, and every kind of digital banner you could imagine. Below is a collection of my favorite layouts from the campaign.