Kerry Shea Writes

Hello there. Thanks for dropping by my site. To view my work, please scroll down. To see more, click on “Previous Entries” or sort by the categories on the right.

The New England Aquarium asked us to create a campaign that would drive traffic to their penguin exhibit. Upon interviewing their team of aquarists, we realized that penguins are very much like humans. They’re individuals, each with his or her unique personality. So we leveraged this insight and came up with the ‘80 Penguins 80 Personalities’ campaign which is centered around five real birds at the Aquarium: Lillico, the diva; Chile & Argentina, the couple; Plum Pudding, the bad boy; and Roast Beef, the ladies’ man.

The campaign blanketed Boston, with a station domination at Park Street, taxi tops, bus shelters, OOH and lamp posts. An online campaign ran on Boston.com and can be viewed here. The Aquarium even turned the ads into posters for sale at the gift shop. 

Read the blog post about the campaign on Mullen.com. Individual writer credits are noted by execution below. Full campaign credits are available on Ads of the World.

We created the Bread Art Project for the Grain Foods Foundation to help increase awareness of the growing hunger problem in our country — and the role of bread in finding a solution. In 2009, our visitors created more than 25,000 pieces of Bread Art for our galleries and helped to raise over $25,000 for Feeding America. In 2010, we raised $50,000 for Share Our Strength, the leading national organization working to end childhood hunger in America.

In addition to raising awareness and money, the Bread Art Project has been recognized by many organizations and has won awards that include a Gold at MITX and a Silver at Hatch. Full Credits for the digital experience can be found at Creativity.

My former partner Bo made a video showing how we made the digital museum site and how it works. Check it out here.

Print to support year 2 of the Bread Art Project in partnership with Share Our Strength.

Print PSA to support Share Our Strength.

POS to support the Bread Art Project at retail.

Video PSA to support the Bread Art Project available here.

OLA to support year 1 of the Bread Art Project in partnership with Feeding America. Click on links below to view banners (note: Banners were created to fit media each was placed in — therefore the formatting is slightly off when viewed here.)

Bread Art Tower OLA

Bread Art Square OLA

Bread Art Leaderboard OLA

Bread Art Large Ad Tile

View video banner ad on Facebook.

And if imitation truly is the sincerest form of flattery, then I’m flattered by these things. Incidentally they’re both pretty awesome and creative (disclaimer: I was not involved with the production of the following two links).

Ok Go video released Nov 2010

Google’s “Art Project” launched Jan 2011

Floe is an interactive experience where users can discover how their everyday actions affect the environment. More importantly floe shows people how easy it is to make small life changes that make a big difference.

Not only has the floe site and its surrounding campaign been successful in teaching people about their carbon footprints, it has also been recognized by a number of organizations, including:

Merit: One Show Interactive

Best of Show: MITX

Merit: Hatch

Full Credits available at Creativity.

OLA to drive traffic to floe. Click on link below to view banner (note: Banner was created to fit media it was placed in — therefore the formatting is slightly off when viewed here).

floe OLA

NOTE: Click three times to magnify enough to read.

Our assignment for Panera Bread was to create an ad that made people feel good about the brand. Something people might want to share with others. What’s more in the spirit of sharing than Breaking Bread?

Merit: Hatch

Ad created for the Grain Foods Foundation to build awareness of the benefits of folic acid present in bread.

Various out of home executions created for Panera Bread products.

:30 documentary-style spots created for Panera Bread featuring members of their culinary team. Click on links to listen.

Freshness :60

Strawberry Poppyseed Salad :30

Tomato Mozzarella Salad :30

Ham and Swiss Souffle :30

:30 radio spots created for Panera Bread’s new product introductions. Click on links to listen.

Napa Almond Chicken Salad Sandwich :30

BBQ Chopped Chicken Salad :30

Breakfast Power Sandwich :30

Lobster Roll :30

Various print ads for Panera Bread.