Automobile Insurance Rate Board

Even though the Automobile Insurance Rate Board (AIRB) has existed for many years, they’ve done barely any advertising. We were given the privilege of officially introducing AIRB to the market, so we chose to do it in the boldest, most unexpected way we could think of. AIRB is just two letters away from one of the most recognizable brands in the world right now. And the opportunity to compare the two is too great to pass up.
 
We chose to pronounce AIRB as air-bee. AIRB had been calling themselves A-I-R-B up until this point. We hoped this would score us some brand recognition points and introduce the outlandish situation we were about to depict: that AIRB is a great place to go for information on auto insurance, but a terrible place to go for a holiday.