This project was created for D&Ad’s New Blood Brief Awards, 2021 and won a Wood Pencil.
16-22 year olds across the world are global citizens consuming content no matter what language it is in. They’re humming the tunes and singing the hook, even if they don't fully understand what it may mean. Duolingo tapped into this behavior to try and teach them the lyrics. We partner with some of the most iconic and popular musical artists across the world and get them to teach the language. Using deep fakes and promotional ads we can get the audience to the app and then we gamify the course to incentivise learning. At every level one unlocks rewards like spotify premium, merchandise and even a chance to learn from the musician themselves.
This student campaign titled 'Sing A Lingo - Learn the language through music.' was published in India in January, 2022. It was created for the brand: Duolingo, by ad school: Miami Ad School. This Digital medium campaign is related to the Education, Media, and Music industries and contains 1 media asset. It was submitted 8 months ago by Copywriter: Yashashree.
Advertising School: Miami Ad School, Hamburg, Germany
School: NIFT, Delhi
Art Director: Nithika Romy
Art Director: Shadab Wajih
Copywriter: Yashashree Samant
Mentor: Giulia Magaldi
Mentor: Frank Garcia