Humanising The AA
We are an ongoing content partner for The AA, helping to modernise & humanise their brand, through print & video advertising.
IT’S OK STORIES
Our focus for these films was to support The AA’s “It’s OK” Ad campaign, building on the creative sentiment through more profound storytelling, shining a light on the out-of-the-ordinary, and often precarious, situations the front-line AA workers deal with, as well as to drive awareness of the range of products and services The AA provides for all driving needs.
AN IMPACTFUL CREATIVE APPROACH
In capturing these stories as authentically and engagingly as possible, we brought to life these encounters in a visceral and visually cinematic way. We recreated the scenarios, by focussing on specific references from The AA team member’s recounting of their story, and removed all other environmental or literal reference, to captivate and heighten viewers into a memory-like narrative.
The end result was a series of powerful, heart-warming and heartfelt stories, that outperformed industry benchmarks across both brand uplift* and view through rates, at 140% and 150% respectively across all three AA business areas.
*Channel Factory brand uplift study March 2024
A touch of yellow
The ‘A Touch of Yellow’ campaign is a symbolic and powerful photography & video commission. It captured the essence of the AA Patrols at work. Working with world-renowned street photographer, Alan Schaller and our film crew, we spent several days with AA Patrols documenting their stories and shining a light on how The AA goes above and beyond for its members.
5 Star Patrols
We used Alan Schaller’s photography to humanise The AA Patrols and show them in a different light to historic more traditional comms. Leveraging the Which 5 Star rating, the outdoor campaign put the Patrols at the heart.
