How a shaggy dog story kept the AA’s show on the road

AA, a British motoring association, launched a campaign in the UK to move the brand further and survive the coronavirus pandemic.

Campaign details

Brand: The AAAgency: adam&eveDDB

Executive Summary

Nobody wants or needs to be reminded of the difficulties, dilemmas and strain of delivering for our brands and clients under pandemic conditions.

But while everyone could be forgiven for focusing on simply surviving - on both a professional and, let's face it, a personal level - this is a story of how planning spotted and capitalised on an opportunity for the AA brand not to just survive the Covid crisis, but to thrive.

To not just avoid being knocked off course, but to actually accelerate in the AA's...

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