2022

Duolingo DNA

Entrant Company

Freelance

Category

Advertising - Advertising Campaign

Client's Name

Duolingo

Country / Region

United States

Learning a language requires commitment and proper motivation. What’s more motivating than learning about yourself?

To encourage students to use Duolingo more, we offered them the opportunity to get in touch with their ancestry. Everyone has a complex genealogy and linguistic heritage, but most young people aren’t aware of just how deep theirs are. We provided free DNA tests revealing their geographic roots and created personalized language packs to match them. In a convenient in-app feature, we give deep personal insight to Gen-Zers trying to discover themselves through language.