Disneylingo
Role: Art Director
This was a brief for Duolingo for submission to the Young Ones 2024 student awards.
Duolingo challenged us to craft a standout campaign that resonates with Gen Z and Millennials’ unique passions and drives them to embrace Duolingo for their learning journey. The challenge is to echo Duolingo's signature quirky and playful essence while prioritizing the creation of viral, fandom-centric content.
Assignment
Concept
Disneylingo is a unique partnership between Disney and Duolingo. By integrating the magic of Disney with Duolingo's proven language learning methods, fans can embark on a captivating educational journey. Engaging lessons lead to rewards, with the ultimate prize being an all-expenses-paid trip to a Disney park of their choice! Disney magic is more than just multicultural, it’s universal.
To build hype for the campaign, we are teasing fans with a pre-launch. We start with social, hinting at a Disney collaboration with fans. Then OOH links to a landing page, giving readers information about the tournament.
Pre-Launch
Social
OOH & Landing Page
The tournament duration is two months, with a continued social media presence and live tournament updates on digital billboards of every Disney park.
Launch
Social
Live Billboard
Following the tournament, we want to create content for social media from the winner’s visits to the international park. We would also capture content with Duo and park characters. We would also send out and encourage people to share their Disneylingo merch users earned during the tournament, like the pin shown below.
