When Squid Game Season 1 launched, Duolingo saw a 40% increase in their Korean lessons. So, to support the launch of Season 2, they were the perfect partner.
By embodying the menacing traits of the famous Pink Guards, Duo the Owl suited up in his own pink jumpsuit to get people to learn Korean, or else...
We first launched a teaser that garnered over 5 million views in the first 24 hours. Then, with an unexpected turn, we dropped a K-Pop banger called “Korean or Get Eaten” on all streaming platforms, accompanied by a music video that showed the fate of those who break their learning streak. The track had over 6 million streams in the first week, while the music video had over 15 million views.
Done in partnertship with the Duolingo In-House creaive team. Directed by Warren Fu, Produced by Partizan, Edited by Mah Ferraz @ Church Edit.
By embodying the menacing traits of the famous Pink Guards, Duo the Owl suited up in his own pink jumpsuit to get people to learn Korean, or else...
We first launched a teaser that garnered over 5 million views in the first 24 hours. Then, with an unexpected turn, we dropped a K-Pop banger called “Korean or Get Eaten” on all streaming platforms, accompanied by a music video that showed the fate of those who break their learning streak. The track had over 6 million streams in the first week, while the music video had over 15 million views.
Done in partnertship with the Duolingo In-House creaive team. Directed by Warren Fu, Produced by Partizan, Edited by Mah Ferraz @ Church Edit.
Client: Squid Game Season 2 & Duolingo
Role: Creative Direction
Year: 2024
Collaborators: Chidera Ufondu, Jenny Park, Nick Feder, Tara Hallman, Leanne Sawicki, Jesse Green, Midori McSwain, Aneka Myles
Press: Adweek, AdAge, USA Today, Tech Crunch, Marketing Dive
Role: Creative Direction
Year: 2024
Collaborators: Chidera Ufondu, Jenny Park, Nick Feder, Tara Hallman, Leanne Sawicki, Jesse Green, Midori McSwain, Aneka Myles
Press: Adweek, AdAge, USA Today, Tech Crunch, Marketing Dive
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