The Concentrator 2000

Agency: UltraSuperNew


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.

This professional campaign titled 'The Concentrator 2000' was published in Japan in April, 2023. It was created for the brand: Duolingo, by ad agency: UltraSuperNew. This Integrated medium campaign is related to the Electronic Devices industry and contains 1 media asset. It was submitted about 1 year ago by Brooks: Zoe.


Japan Country Manager - Sho Mizutani
VP of Marketing - Manu Orssaud
Director of Regional Marketing, Asia - Haina Xiang
Creative director Brand & Marketing - James Kuczynski
Director of social media & Influencer - Katherine Chan

Agency: UltraSuperNew
Group Account Director: Yumi Esposito-Pueblo
Group Creative Director: Francois Claverie
Associate Creative Directors: Andrés Aguilar, Oguzcan Kaganoguzbeyoglu
Copywriters: Nobuaki Nogamoto, Natsuki Morishita
Art director: Sayu Fujii
Designer/animator: Belle Sim
Producer: Alex Watanabe

American Societ...


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