Case study of a campaign for Duolingo based on a brief given by Miami Ad School for their scholarship contest 𓅪 # Video Case <iframe src="https://www.youtube.com/embed/bWRIjCEHXJk?autoplay=1&loop=1&playlist=bWRIjCEHXJk&rel=0" width="100%" height="auto" frameborder="0" allowfullscreen style="max-width: 100%;aspect-ratio: 16 / 9;"></iframe> # Brief **Duolingo** wants Gen Z and Milennnials to start learning with Duolingo sending them unique reminders they not only love, but also want to share # Insight - People don't want to look at their phones in their summer/vacational activities - In summer, it's going to be hot. And when it's hot, everyone enjoys an ice cream - Ice pops have a legacy of having contests and random prizes # Concept Partner with the ice creams of the heartbrand to sneak Duolingo reminders into places people will want to look, AKA ice creams, instead of their phones # Execution Create reminders that people will crave, by putting them inside ice cream sticks. Some rare sticks include a code that gives Super Duolingo for a limited time ![[sticks.png]] Turn Duo into a Duo-shaped and Duo-flavored ice pop called the "Duolinpop". The flavor of Duo was never revealed, but Duo went outside with his summer outfit to ask the world what they think he tastes like. ![[ycly.jpg]] # Postscript "Your Coolest Lesson Yet" was a hard idea to pin down, but after dedicating a lot of brain and manual energy, it turned out to be a very personal project that I think reflects a lot of my identity and personality. It was also a great opportunity to use my knowledge of 3D, which was satisfying to pick back up. And to top it all of, this campaign made me win the scholarship! So that makes me very excited and happy with this project. Thanks to this, I will be a part of Miami ad School, so "Your Coolest Lesson Yet" is, in a way, the start of a journey!