NEW ENGLAND
AQUARIUM – 
PENGUINS 
EXHIBIT:

When the New England Aquarium said their penguins have a lot of personality, we made sure people knew just how much and how many. The “80 Penguins; 80 Personalities” campaign was a full-on media blitz of print, OOH, OLA, and—perhaps the part I’m most proud to have created for the campaign because of just how much it brought these characters to life—radio.

New England Aquarium–
Radio

New England Aquarium–
Print / OOH

Graphic with illustrated penguins and a small bird, featuring the text '80 penguins. 80 personalities. Get to know them all.' and the New England Aquarium logo.
A promotional poster for the New England Aquarium featuring a penguin with a blue head and pink feet, with a speech bubble saying "OR ELSE." The text in large pink letters says "LILLICO GETS WHAT LILLICO WANTS." The poster also says "Lillico THE DIVA" and includes the aquarium's logo with the text "80 penguins. 80 personalities. Get to know them all."
A promotional poster for the New England Aquarium featuring a penguin with a speech bubble that says, "Mine are from Paris." The poster highlights the diversity of 80 penguins and 80 personalities, with the tagline, "Like all penguins she gets new feathers every year."
A promotional poster for the New England Aquarium featuring a penguin with the headline "LILLICO LOVES BASEBALL." The penguin has a speech bubble saying "Because Lillico loves diamonds." The poster promotes the variety of penguins at the aquarium, stating "80 penguins. 80 personalities. Get to know them all."
An advertisement for the New England Aquarium featuring a penguin with a speech bubble saying "Don’t wait up." The ad promotes getting to know the 80 penguin personalities, with a slogan "Every Father’s Nightmar" and a small paragraph at the bottom about the aquarium.
Advertisement for New England Aquarium featuring a penguin named Plum Pudding, called The Bad Boy, with a speech bubble saying "Once." and text that says "Another bird at EHS herring once." The ad promotes getting to know 80 penguins and their personalities.
Two penguins standing together with comic speech bubbles; one says, 'I don't want to rush things.' and the other responds, 'Clearly.'; text on left: 'Together 20 years and still no ring.'; New England Aquarium logo with text, '80 penguins. 80 personalities. Get to know them all.'; small handwritten text: 'Argentina & Chile The Couple'.
Advertisement for New England Aquarium featuring a penguin with a speech bubble that says 'And most of all, you.' The ad has large text stating 'He loves all the ladies. Like you. And you. And you.' The penguin is labeled 'Roast Beef, The Ladies' Man' and the aquarium logo and slogan '80 penguins. 80 personalities. Get to know them all.' are at the bottom left corner.
An advertisement for the New England Aquarium featuring a penguin with a speech bubble that says "FOOLS." The ad highlights 80 penguins with 80 personalities and mentions the species Roast Beef, labeled as "The Ladies' Man." The text emphasizes that many penguins for mate life refuse others.

New England Aquarium–
OLA

Advertisement for New England Aquarium tickets with images of penguins and a fish tank, featuring the call to action, 'Buy tickets now to skip the line.'
Advertisement for New England Aquarium featuring a bird with a black head and yellow crest, a duck with a green egg, and text promoting buying tickets to skip the line, with a call to action button.

PROJECTS (cont.)

Orange background with a red cross symbol above white text, promoting life insurance with a playful font at the bottom reading 'Copy Writer Plus'.
Green promotional graphic for Copy Writer Plus listing financial products: Annuities, Disability Income, Life Insurance, with a message that they can make sense.

< Last Project

Next Project >