AAA: BOYS NO MORE

While AAA was spending upwards of $400 million a month, AAA Insurance was whispering in a screaming. We were able to activate a fan base famously known for screaming louder than anyone else. Boy band fans. Bundling together *NSYNC, 98, New Kids on the Block, and Boyz II Men in a first-of-its0kind combination, we created the ultimate *boy* band that reconated with the brand’s core demographic (Millenials, Gen X). As Boys No More, the supergroup released an original track that spke to the AAA Insurance’s commitment to “Make It RIght”.

More than just a beloved genre, boy bands sing about the same values as AAA Insurance lives up to everyday: dedication, loyalty, trust and commitment. These values come through in not only the music, but in the design. Treating the single like an album drop, with music video, band posters, cassettes, and a custom tour bus, we inspired a whole new boy band era with several 80s and 90s bands announcing reunions.

As the designer on the project, I worked closely with the team to create a type treatment that worked across traditioinal, digital, and some could say “vintage” media and also encapsulated the values of AAA Insurance.