AAA NORTHEAST: PINTEREST EVERGREEN SOCIAL CAMPAIGNS
Repositioning a 100-year-old roadside brand for the platform where inspiration starts.
Agency: Blue Duck Agency
Client: AAA Northeast
Role: Art Director
The Challenge: AAA Northeast needed an “always-on” presence on Pinterest to support 2025 growth goals: driving membership joins among audiences who don’t typically think of AAA beyond roadside. The creative had to feel native to a platform built on discovery, while staying true to the brand.
The Strategy: Rather than a single campaign, we developed a flexible system of evergreen creative that could be refreshed frequently. Each concept was designed to reach a Pinterest audience while going back to a brand story: AAA is more than roadside assistance.
My Role: As Art Director, I led the visual development across all three concepts and collaborating closely with the copywriter and creative director to make sure every asset was both brand-aligned. My focus was on translating a brand into a visual language that felt premium, modern, and platform-native.
CONCEPT 1:
“WANDER WITHOUT WORRY”
Peace of mind doesn't stop at the driver's seat.
The Concept: This concept expands the perception of AAA coverage beyond cars, spotlighting lesser-known benefits like bicycle roadside assistance. High-contrast photography and a refined serif typeface work together to evoke a sense of premium comfort and quiet reliability; reframing AAA as a brand that protects every kind of journey.
CONCEPT 2:
“MORE SAVINGS, ENDLESS MEMORIES”
Shoppers, travelers, & experience-seekers already scrolling Pinterest for their next adventure.
The Concept: This positioning evolves AAA from roadside savior into an everyday lifestyle benefit; one that unlocks real savings on the experiences members already love. Fast-paced, lifestyle-driven vignettes are designed to feel native to Pinterest’s visual rhythm, capturing attention within the platform’s most active interest segments.
CONCEPT 3:
“SAVING TIPS FOR ROAD TRIPS”
High-utility, educational, and built to stop the scroll.
The Concept: This static pin delivers immediate, tangible value surfacing specific member perks like fuel discounts, hotel savings, and car rental deals. A clean, numbered layout guides the eye through each benefit, turning a quick scroll into a clear takeaway worth saving and sharing.
CONCEPT 4:
“MORE IS MORE”
Pinterest's maximalist moment, translated into AAA’s long list of benefits.
The Concept: This concept leans into bold patterns, playful scale, and retro sticker-inspired design to turn the AAA membership into a joyful visual overload. Locked-out service, fuel delivery, wiper blades, jumpstarts, and more are layered into one scroll-stopping composition. It intentionally avoids a flat corporate feel so the pin reads like organic inspiration.
KEY TAKEAWAYS:
This project was a study in translating trust. AAA is a brand built on a century of reliability, and the challenge wasn’t reinventing that. It was finding the visual and language to make it resonate with audiences discovering the brand for the first time, in a space defined by inspiration and aspiration.