See More Of The World – Duolingo (2020)

Brand: Duolingo’s all about languages, so the more people learning them, the better!

Consumer Insight:

There’s more to learning a language than the standard phrasebook gives you. In fact nothing screams ‘tourist’ more than the clunky phrasebook or the bad outcomes of a rushed Google Translate, a literal language barrier. Duolingo’s immersive and on the go app gives you the flexibility to see the sights and get a word or two right.

Solution:

Visualise the language barrier that the phrasebook acts as when learning the local language in a different country.

Art Director: Sandy Matta

Copywriter: Josie Hicks

Close-up of a newspaper or magazine page page with a scenic background and a blue box containing a list of phrases and questions about visiting a city, with a green 'duolingo' logo at the bottom right and a sentence at the bottom in bold, white text.
A newspaper page with a blue advertisement about useful words in the way they are used, including phrases and questions, with a small photo of a street scene at the bottom. The ad encourages readers to see more phrasebooks on duolingo.
Background image of the Eiffel Tower with a blue sky and some white clouds. Overlaid text includes various travel-related questions and statements, with a DS logo in green at the bottom right corner. White bold text at the top reads: "Words are really useful. But not when they get in the way."
An outdoor scene at a park with a blue sky, trees, and people walking on the paths. Overlaid on the image is a large block of white text with a blue header, promoting the usefulness of words and phrases for travel and daily life. The Duolingo logo appears in the bottom right corner in green.