Creative Works Out Of Home Brand Strategy

US Ad of the Day: Duolingo’s owl flies to NYC on Quitter’s Day


By Audrey Kemp, LA Reporter

January 13, 2023 | 3 min read

Quitter’s Day marks the day most people give up on their New Year’s resolutions, unless Duolingo’s latest campaign can stop them.

duolingo's digital billboards in times square

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.

duolingo's activations in NYC subway

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.


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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