MUSE Gold

2023

There's a Word for That

Entrant Company

Duncan Channon

Category

Video - TV Ad Campaign

Client's Name

Rosetta Stone

Country / Region

United States

At a time when competition from challenger apps and gamification trends are influencing the language learning market, the national TV campaign for Rosetta Stone, "There's a Word for That", reintroduces the language learning brand to the modern consumer. Inspired by the relatable experience of finding the exact word to describe that familiar feeling you were never quite able to identify, the campaign reminds the audience how satisfying learning a language can be — even if it’s a simple word or phrase.

Featuring a variety of voices from around the world, the inclusive spots feature voice talent from Nigeria, The Philippines, England, Egypt, Belgium and Canada. Rather than simply using digitally imposed typography in post production, the words were physically printed, painted, embroidered or stamped onto the set, emphasizing that the words in different languages are the main characters.
The campaign ran nationally and its initial run was extended after receiving exceptionally positive returns.

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