The Drum Awards Festival - Extended Deadline

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Agency: BETC Paris
Client: Duolingo
Date: Mar 2022
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To mark World Tattoo Day on March 21, language learning app Duolingo is offering to fix people’s mistranslated ink for free.

In the fast-paced video, created by BETC Paris and directed by Pierre Edouard Joubert, viewers are taken on a journey to a boxing match, car ride and even a sizzling barbeque before inevitably everyone ends up in the tattoo shop. Devious tattoo artists relish in the mistranslated ink and the recipients regrettably end up with tats that don’t read well at all.

Motivational quotes such as ‘courage’ in Japanese end up translating to ‘toilet demon,’ and ‘I’m free’ turns into ‘I’m for free.’