New Blood Entry — Duo's Done
Award: Yellow Pencil
Duolingo / 2022
When asked how to get existing users back on the app, our research pointed to one thing. Duo’s notifications annoy people. Users have gone so far as to call the owl out on social media, calling him an “unhinged” looming presence.
Rather than hiding from the culture built around Duo, we’re leaning into it. Because there’s only so much bullying a fictional owl can take. And he’s reached his breaking point. He’s resigned his post, taken to the streets, and left no one but Brad, the intern, to send reminders. He’ll only come back if the users do.
DUO’S DONE.
What did the judges have to say?
"I would have liked to make this myself. It was on-brand£they showed a real understanding of the brand and brand world, it was on-brief£they showed the connective tissue between their idea and how it solved the challenge in-hand and it was a wonderfully put together case study showcasing both of these things. It was fun and full of joy."
Farai Dube, Brand Director, Wieden+Kennedy