US Ad of the Day: Duolingo’s owl flies to NYC on Quitter’s Day
Quitter’s Day marks the day most people give up on their New Year’s resolutions, unless Duolingo’s latest campaign can stop them.
Even Times Square visitors can’t escape Duolingo’s notifications / Duolingo
Duolingo, the language-learning platform known for its incessant lesson reminders, is making sure all new users stick to their New Year’s resolutions to learn a new language today.
For Quitter’s Day – or the second Friday in January when most people give up on their resolutions – Duolingo’s iconic bird mascot ’Duo’ took over Times Square to remind people about their lessons via animated digital billboards. The app’s notorious notifications will also appear in unexpected places, like inside fortune cookies, on NYC subway platforms and on sidewalk decals around the city.
Finally, to give learners a second chance after Quitter’s Day, the brand will set up a pop-up ’Streak Repair Shop’ in Union Square on Sunday, January 15, between 10am and 3pm, to allow learners to fix their broken streaks for the first time ever (and perhaps score a selfie with Duo as well).
The campaign was ideated and developed by Duolingo’s in-house marketing team and design studio.
Credits:
Creative director, marketing and brand: James Kuczynski
Director of social and influencer: Kat Chan
Social media manager: Zaria Parvez
Senior copywriter: Kev Daley
Senior art director: Vika Karpitskiy
Marketing designer: Neo Zhang
Staff Brand designer: Jack Morgan
Brand designer: Ali Emmel
Brand designer: Langston Wells
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