The Concentrator 2000

Duolingo, the world's #1 language learning app, is famous for using push notifications to help remind its users to do their daily lessons and keep the momentum of learning a new language going. However, that's not the norm. Pesky app notifications often distract users from focusing on a single task, pushing them down the rabbit hole of mindless scrolling instead of letting them finish their Duolingo lesson. In its new campaign, the language learning app aims to transform Gen Z's phone usage from "mindless" to "mindful." This task required the help of nothing short of a visionary inventor.

Created by independent creative agency UltraSuperNew, Tokyo, the campaign takes a humorous and zany approach to speak to and engage with its audience. Duolingo teamed up with Japanese inventor/content creator Marina Fujiwara, a social influencer famous for her zany and bizarre useless inventions. The inventor - who was listed in Forbes Japan 30 Under 30 in 2022 - created the ‘The Concentrator 2000’ (patent not pending), a device which you put your phone into, open the Duolingo app, and forget about being distracted.

The behind-the-scenes style film breathes the lo-fi aesthetics that characterize Marina’s work which, paired with her deadpan delivery and DIY contraptions, have made her a household name with creators and the Twitterverse alike.

The film will be shared on Duolingo and Marina Fujiwara’s Twitter channels.

Marina Fujiwara became well known for her game-changing inventions including the Crocs for Business, the Hoodie Table, the Roomba Leash, and many more.