Birbs ‘n’ Bread Share Joy for Japanese Treasures in Grand Central Takeover
Two times GIPHY Artist of the Year, Kenny Mays is best known for the adorable animated duo, Birbs ‘n’ Bread who have taken the internet by storm. Their cheeky, playful nature resonates with audiences worldwide and now, they enhance resale market Mercari’s marketing campaigns where Kenny has recently taken the role of creative director.
To launch Mercari x Japan, which introduces millions of unique secondhand Japanese products to the platform, Mercari produced its first out-of-home (OOH) campaign with a vibrant Grand Central Terminal takeover, including wall posters, digital screens and train wraps featuring Kenny’s signature artwork. An impressive feat from someone who, only five years ago, was working as a gas engineer and plumber.
In an interview with LBB’s Sunna Coleman, Kenny Mays allows us a peek into his creative mind, sharing the everyday joy that inspired the campaign’s artwork, what makes Birbs ‘n’ Bread so damn lovable and how his life changed when he took the risk to jump from one trade to another.
LBB> Congratulations on your recent Grand Central takeover! It must have been amazing to see your work at such an iconic location. What were your thoughts on the finished result?
Kenny> When the ads went live, it was an amazing moment, showcasing the dedication of our team to not only connect with, but also uplift and celebrate the vibrant Mercari community! We chose to display the ads at Grand Central because it's one of the busiest and most iconic transit hubs in the world giving us the opportunity to showcase the scale and excitement of this new feature in a highly visible and impactful way. With thousands of commuters passing through daily, it was the perfect place to introduce Mercari x Japan to a large audience, many of whom are likely already active buyers and sellers on our platform. By displaying our ads in such a dynamic location, we were able to tap into the pulse of the city, and reach people in their everyday routines, much like how they use Mercari in their daily lives.
LBB> Taking it back to the beginning of this project, what were you hoping to achieve with Mercari’s first major OOH campaign and how did you accomplish this?
Kenny> When we first set out to create Mercari’s OOH campaign for the launch of Mercari x Japan, we aimed to introduce this exciting new feature in a way that felt both approachable and impactful. Our goal was to show people how easy and rewarding it is to now shop unique Japanese items through Mercari, bringing the global marketplace right to their fingertips.
The creative was designed to seamlessly communicate the excitement of this new feature while staying true to Mercari’s core message – making secondhand shopping accessible and enjoyable for everyone. By strategically placing our ads in high-traffic, iconic locations within Grand Central, we were able to effectively showcase the global reach of Mercari x Japan to our target audience.
LBB> Tell us about the inspiration behind the creative and how you incorporated your signature characters, Birbs ‘n’ Bread.
Kenny> Our Mercari x Japan campaign was inspired by the everyday joy of discovering unique, affordable finds. That's where Birbs ‘n’ Bread come in – they're relatable, everyday characters, and their personalities perfectly mirror the experience of Mercari users.
Birbs ‘n’ Bread aren’t your typical characters; they’re not flashy or over the top. They’re relatable, just like us! And thanks to Mercari x Japan, they can expand their search to incredible finds from Japan! The beauty of incorporating them into this campaign is that they didn’t need to be altered or reimagined – they already represent the simplicity and joy of secondhand shopping. Whether it's hunting for a unique fashion piece or discovering a vintage collectible, Birbs ‘n’ Bread are here, going through the motions of daily life, just like Mercari customers do. It’s a natural fit and a fun way to bring personality to the new feature on the platform.
LBB> Birbs ‘n’ Bread have quite the fan base. How did these characters first come about? What drew you to create them?
Kenny> Birbs ‘n’ Bread are part of a delightful project that was born out of the desire to transform sentences and stories into captivating animations that people can easily share online. They have a distinctive and relatable way of communicating with each other that resonates with a global audience. They are universal characters without any specific identity markers like gender, race, or spoken language and so they are able to convey meaningful stories through their actions and expressions. This approach allows them to connect with a wide range of people and, hopefully, warm hearts across the world.
LBB> Before you became an animator, you worked in the trade industry. Tell us about the moment that caused you to take a career leap and why it was important to you.
Kenny> Five years ago, I was working as a gas engineer and plumber but always had a hand in art and loved making comics/creating stories. I was looking for a career change so I took the risk and went to university to make animations and study video game art.
Post-pandemic, finding a job wasn’t easy, so I instead dedicated myself to mastering my animation skills, focusing on emotions and character reactions. I started creating short GIFs, videos and posts on social media, as well as stickers that people could use in GIPHY. From there, it started growing rapidly.
Within a year, I was GIPHY’s Artist of the Year. At the time, I had three billion views on my GIFs so I figured I just needed to expand what I was doing. It has since grown very rapidly.
LBB> The success of Birbs ‘n’ Bread, as well as your other creative work led you to achieving the title of GIPHY Artist of the Year. In your opinion, what makes for a successful animation?
Kenny> I believe that a successful animation should evoke the same feelings you get when watching a great movie or encountering a piece of artwork in a gallery. It should stir emotions in the viewer, regardless of whether they are positive or negative. The most crucial thing about any artwork is its ability to make people feel.
LBB> How do you keep yourself inspired as a creative?
Kenny> It's essential for me to remain inspired and to create things that bring joy and connection to people. However, this can be challenging, as every artist encounters creative slumps. For me, the key to avoiding these slumps is to actively seek out the small, uplifting moments in life. Exploring new places and exchanging stories with others often sparks inspiration for new creations.
LBB> You joined Mercari as head of creative earlier this year - what was it about the brand that drew you in?
Kenny> After talking to John Lagerling (Mercari CEO) and David Lee (Mercari VP of marketing), their enthusiasm for the characters, as well as the ideas for how to leverage them to share the Mercari story excited me and made me want to join the team. It felt like a great way to bring people in, give the company a personality, and show people how fun and playful the brand is.
LBB> Mercari is known for its playful and user-friendly style. From a creative standpoint, why do you believe this style works so well for the brand?
Kenny> It reflects what the brand is all about – making the experience of buying and selling fun, simple, and accessible for everyone. The playful visuals and friendly characters, like Birbs ‘n’ Bread, resonate with users because they mirror everyday life in a way that’s relatable, not intimidating. At the core, this style helps Mercari build a sense of community and trust, making the experience feel less like a transaction and more like a shared community and enjoyable activity.
LBB> How do you ensure Mercari’s creative remains continuously engaging and accessible?
Kenny> To maintain engagement and accessibility, Mercari stays deeply connected to our users and their experiences. We also keep things fresh by being nimble and responsive to trends that excite our community, without losing sight of what makes Mercari unique. This means evolving our creative to highlight new features, like Mercari x Japan, while maintaining the playful tone that our community loves.
LBB> Can you tell us about some of your other notable/memorable works and what you are most proud of achieving?
Kenny> In the time I've spent creating, I've had the privilege of working on some incredible projects. From Mercari’s latest ad campaign in the heart of Grand Central to working with the HAAS F1 Team on the Mercari sponsorship, and now preparing for exciting global collaborations.
A notable time in my career was when I had the opportunity to collaborate with the United Nations WIPO to raise awareness about intellectual property rights for creators like myself. Many creators feel lost when it comes to protecting their work, which can be stressful and emotionally draining. Sharing and spreading awareness about this subject was indeed an honour.
LBB> What are your creative goals for the next year or so and how do you hope to develop Mercari’s brand further?
Kenny> We’re still working through our future creative plans, but I’m excited to see where it’s going and how it continues to grow!
