CLIENT
California State Automobile Association (CSAA)
Linda Goldstein, EVP, Customer Experience & Marketing
Carrie Hack, Senior Director, Brand & Creative
Stephanie Fitzgerald, Sr Program Manager
AGENCY
Milton Correa, US Co-Head of Creative, Brand & Advertising
Jones Krahl, US Co-Head of Creative, Brand & Advertising
Laurence Gega, Group Creative Director
Lora Faris, Creative Director
Zac Carroll, Creative Director
LeeLee Groome, Head of Production
Matt Porter, Account Director
Marcella Astini, Assoc. Account Director
Jen Watts Welsh, Group Strategy Director
Andrew Suliteanu, Assoc. Director Media StrategyKevin Sharps, Principal
Leslie Sims, CCO
Michael Milligan, Design Director
Matt Monahan, Senior Producer
Heather Ruder, Executive Digital Producer
Kenny Gold, Head of Social
Shimi Cohen, 3D Art Director (Awesome)
Nir Cohen, 3D Artist (Awesome)
Mediasmith
Carl Marimoto, Associate Media Director
Austin Spaulding, Media Supervisor
Amanda Borrelli, Media Supervisor
Stanton
Supply and Demand
Joseph Kahn, Director
Tim Case, Executive Producer
Nicola Dorine, Producer
Chancler Haynes, Editor (Cosmo Street)
Gary Breslin, Creative Director (VFX and Finishing) ODD
Matthew Turke, Executive Producer (ODD)
Gary Encarnacion, Post Producer (ODD)
Barking Owl
Kelly Bayett, Founder
Ashley Benton, Executive Producer
Houston Fry, Music Editor
SUMMARY
Category leaders outspend us 50 to 1. We had to be smarter, and media work harder to break through. We needed a Trojan Horse for trust and values messaging. Something so highly shareable it could cut through competitor clutter. On the 35th anniversary of the internet’s most beloved song and / meme phenomenon, we reinvigorated Rickrolling, to sharing our brand message. We recreated Rick's iconic music video and led with mysterious QR code message to Rickroll America in a campaign that encapsulated AAA's trust positioning: insurance ≠ InsurAAAnce from AAA.
