Client
The AA
The AA
Date
June 2015
Media
Web
Objective
Get The AA into the social media conversation surrounding Father’s Day 2015.
Background
After #ThanksDad in 2014, the second Father’s Day campaign I worked on at The AA required a brand new concept. This time, my thinking was to align The AA’s rescue service with the everyday rescues that dads do for their families all the time. This also had the added bonus of lining up thematically with The AA’s new TV ad campaign, which focused on real-life rescue stories.
After #ThanksDad in 2014, the second Father’s Day campaign I worked on at The AA required a brand new concept. This time, my thinking was to align The AA’s rescue service with the everyday rescues that dads do for their families all the time. This also had the added bonus of lining up thematically with The AA’s new TV ad campaign, which focused on real-life rescue stories.
The work
I came up with the concept and hashtag, worked on the messaging, and partnered with a designer to decide on the cartoon-style visual treatment.
See for yourself
Browse below.
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