Problem:

Duolingo wants to encourage Gen Z and Millennials to learn a new language by appealing to superfandoms within these unique generations.

Insight:

People learn language through popular movies. Mean Girls holds relevance even today with their iconic sayings.

Solution:

An integrated campaign connecting Duolingo with their Gen Z and Millennial audience by referencing an iconic movie from their past. Taking inspiration from Mean Girls’ and Duo’s harsh yet honest tone, we created a solution for this niche fandom.