The Challenge:
Open young adults’ eyes to the world of languages and inspire them to weave language learning into their daily routine, with an integrated campaign launching at the start of the school year.
As humans get older their ability to learn new languages and pick up new habits begins to slow down. It’s for this reason that Duolingo believes it’s important to open the minds of 16-22 year olds to language learning as it can set and change their future in ways most can’t imagine
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Insight:
Students love keeping up with their favorite celebrities and public figures.
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In order to be truly fluent in a language, understanding the culture embedded within it is key. Technology allows connections between people from across the globe as social media has dominated the public sphere. Celebrities and influencers with immense followings can aid in learning in a fun and creative way by sharing their culture and language with their fans.
Duolingo
Learning with the Stars
Role: Art Director
Integrated Campaign
Each week a new celebrity will be chosen to share what makes their culture unique.
Users will be able to unlock exclusive VIP content from their favorite celebrities upon completion of their weekly lessons.
Executions: :
Merchandise:
