Colorful poster with large orange text stating "BUID YOUR BALANCE" on a yellow background, with a quote below in smaller text reading "Go on, be a smarty pants".

Identity – Guidelines – Communications

AA Smartfuel.
Build your balance.

We said hello to Smarty Pants, a simple, animated character who was the new spokesperson for the AA Smartfuel fuel rewards programme. Developed to personify the sense of pride that came with being ‘smart’, Smarty Pants delivered a wide range of messages, tips and tricks to help people engage with and take full advantage of the programme. A fun, eye-catching personality who wasn’t afraid of busting out a fuel-inspired pun – it would’ve been fuelish not to!

Along with a refreshed brand, we had Smarty Pants popping up everywhere – on digital banners, billboards, the website, the app, animated films… he was doing his work across a myriad of channels. Usually with another important message dressed up in a smart comment.

A collection of colorful presentation slides about Smartfuel. The slides include text, graphics of animated characters, and images of fuel gauges, offering guidance, key messages, and branding information for a fuel saving program.
A cheerful cartoon character with orange skin, blonde hair, and glasses, dressed in green camouflage shorts. The character is shown in different poses across four colorful backgrounds: pointing and smiling, standing with hands on hips, throwing coins, and jumping with arms raised.
Cartoon character with orange body, wearing glasses, green camouflage pants, and a white background, smiling and balancing coins.
A circular sticker on a glass door or window features a cartoon orange character with glasses and green shorts, giving a thumbs-up. The sticker displays the message 'Shop here, save on fuel' and the logo 'AA Smartfuel' with the tagline 'Build Your Balance'.
An advertisement promoting fuel savings with a cartoon character, featuring various logos of service providers, and highlighting discounts and savings testimonies from customers.
A city street scene at night with cars in motion, a tall glass building, and a large illuminated billboard advertising fuel prices and promoting smart fuel with a cartoon character.
A collage of colorful graphics and photos related to fuel savings and promotional offers from AA Smartfuel, including cartoon characters, people smiling, and product advertisements.
Billboard advertising AA Smartfuel with a cartoon character performing a handstand, wearing glasses, an orange and green outfit, and saying "Hands Down the Best Way to Earn Fuel Discounts!"
Bold yellow text on orange background that reads "Never pay full price" with a black underline.
A set of promotional leaflets for AA SmartFuel with a cartoon character of a person with glasses and yellow hair, doing various activities like handstands and celebrating, accompanied by humorous slogans.
People walking past a digital billboard at a train station. The billboard displays a message about rewards and cupboard spaces, with an illustration of a cartoon character wearing glasses and holding a device.
Four mobile phone screens displaying advertisements for smart fuel savings campaign, featuring colorful graphics and cartoon character with glasses and green pants against a pink background.
Four smartphone screens displaying different cheerful and colorful animated advertisements for fuel savings, featuring cartoon characters and vibrant backgrounds, with the focus on promoting smart fuel and savings for occasions like St. Patrick's Day and Easter.
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