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D&AD (Duolingo)
As a part of the New Blood Awards 2022, we were asked to get people back into the daily habit of learning a language and keep them there. We decided to focus on users who have a hard time implementing their language skills in real life with real-life people. We had to create a safe place for the users and combine real-life and online aspects while also keeping it fun.
Insight
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1. Users are less committed when they don't have someone to practice their language with
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2. Although some people are learning languages, many of them feel insecure to speak with others.
Role: Design, Branding, Copywriting, Concept, Strategy
Client: D&AD New Blood Awards
Created: 2022
Solution
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A campaign to unite Duolingo learners to have real-life (and online) conversations with other users speaking their target language. A QR sticker campaign will be placed in semi-secretive areas across the UK for them to discover. Once scanned the user is taken to a secret website that hosts events, competitions, and links you to a server with other Duolingo speakers.
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