Logo with the letters 'AAA' inside a stylized planet with a ring around it, in light color on a black background.

It’s a traumatizing experience being stranded in the middle of the 5 after your tire decides to explode on a crisp Tuesday morning.

The traffic surrounding you ensues, but your entire world is put on pause. In this moment, you’re all alone.

For peace of mind, join the club.

Goal: The campaign positioned AAA as a necessary and helpful service for young people. AAA will be there to help regardless of the weather or situation, and it is a worthwhile investment for peace of mind on the road.

Strategy: To increase the brand’s relevance to the target audience, our team took a modern approach, blending illustrations and images. For this, I illustrated eye-catching typography in various themed shapes.

A city street scene with a large billboard showing a mountain dirt trail and the text 'Outta Gas?' in black, handwritten font. The billboard also has a small message at the bottom: 'For peace of mind, join the club.'
Nighttime city street with a large illuminated billboard displaying the text "SNOWSTORM?" with a snow background, and a tagline "FOR PEACE OF MIND, JOIN THE CLUB". There are parked cars and streetlights illuminating the scene.
A digital billboard displaying a Sylvia Plath quote about the relationship between humans and machines, with a simple line drawing of a car and a person pushing it, and a red AAA logo at the bottom.
Digital advertisement for AAA, featuring stylized white motorcycle illustrations with the words "4 am Flat?", and the text "For peace of mind, join the club." underneath.
Two illuminated posters with poetry and illustrations hanging on a concrete wall. The left poster contains a poem by Sarah Kay about feeling supported, accompanied by a simple drawing of a damaged battery. The right poster features a poem by Franz Kafka about a bagel and a dead battery, with a drawing of a stack of bagels and a single bagel on top.
Advertisement on a train depicting lush green grass and a white house shape with the phrase 'For Peace of Mind' written in bold white letters and the instruction 'Join the club' at the bottom.
A bus stop advertisement featuring a poem by Shel Silverstein about snow, with a simple line drawing of a snow-covered face. The bus stop is located on a sidewalk with trees, colorful fence, and residential buildings in the background.

Written by Missy Appel

Designed by Abigail Raike and Elizabeth Lucas-Lucas