SPEC WORK | ART DIRECTION
SING ALONG WITH DUOLINGO
DUOLINGO 2025
Staying motivated to learn a new language is hard. But everyone loves new music—and international stars have been topping the charts lately. So, let’s give people a chance to show their real devotion to their favorite international artists: by actually learning all the lyrics to their songs (and a new language while they’re at it)
OOH + Playlists
We’ll release OOHs that will lead fans to learning-friendly playlists of their favorite artist’s songs, ranging from easiest to hardest to understand.
WhatsApp Ambush
On WhatsApp, different themed Duos will infiltrate fan group chats, challenging them to prove that they truly belong in their fandoms.
Concert Crash
Duo will crash concert lines and put fans’ lyrical knowledge to the test. Rewarding them with prizes to show that they are true international music fans.
Rentention
If fans continue to extend their streaks, we will release special courses that help users learn common slang and pronunciation through lyrics.
They will also receive video messages from their favorite artists and access to limited edition merchandise and prizes.
