Underneath the Glass Slipper

Brand Duolingo
Type Print and Social Campaign

Problem Get Gen Z and millennials to sign up to learn with Duolingo by creating a buzz-worthy idea that taps into their fandoms and helps them get more out of what they love.
Insight Reading the English translation of classic books leaves out native language details that enhance the story.
Solution Uncover the original intended meaning of Disney stories by looking through the lens of their native languages. 
Execution A series of print ads showing the strong differences between the original Disney stories and the translated versions before prompting consumers to sign up for Duolingo to learn the original language. The campaign will also include Duo the Owl commenting on various Disney-related TikTok videos asking them about the original stories. Duo will also create four related videos on his own TikTok account.

Art Director Alyssa Thompson
Copywriter Isabella Del Ray

Created Fall 2023