Advance Auto

Situation: The Advance Auto Parts brand lacked a personality. We decided to give it one. Solution: Create a brand personality that would appeal to the average DYI car guy. We wanted our guys to feel proud about being able to do their own work and confident they could get the right stuff from AAP. The attitude resonated through all of the work and felt like kind of a badge of honor with a little badass on the side. It was also a good way to separate us and make us stand out from the competition. These posters ideas were employed as POP to add some life and personality to the stores and were also turned into OOH.