Duolingo: Fun is serious business

Duolingo, a language learning app, launched a global campaign to increase awareness and new sign-ups.

Campaign details

Brand: DuolingoAgency: Wieden+Kennedy Amsterdam

Summary

This paper is about how, as planners, it is our professional duty to fall in love with the product. If the story of advertising over the last twenty years is one of brands climbing the hierarchy of needs for higher and higher-order thoughts, this paper is an argument for remaining grounded in more earthly matters.

Duolingo, the world's no.1 language learning app, worked with Wieden+Kennedy Amsterdam to launch their first global campaign over New Year 2021. This was a pivotal moment for the brand, articulating itself to a global audience...

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