The Mission:
Background:
Duolingo is a free language learning app that uses gamification to help users learn a new language. Combining the best of AI and language science, lessons are tailored to help users learn at a personalised level and pace. There are currently 36 languages available to choose from. Each lesson takes around 3-minutes using a simple and colourful interface to teach and reinforce vocabulary and grammar.
Duolingo is a free language learning app that uses gamification to help users learn a new language. Combining the best of AI and language science, lessons are tailored to help users learn at a personalised level and pace. There are currently 36 languages available to choose from. Each lesson takes around 3-minutes using a simple and colourful interface to teach and reinforce vocabulary and grammar.
Who are we talking to?
Retired people aged 65+ who are open-minded, enjoy learning new things, and are looking forward to travelling the world again soon.
Retired people aged 65+ who are open-minded, enjoy learning new things, and are looking forward to travelling the world again soon.
Captain's log:
I started with the idea of it never being too late. To illustrate this in a humorous and surprising way I wanted to challenge what is expected as the ultimate end: death. A hand coming out of the grave, phone grasped tightly with the duo lingo owl glowing in the cold cemetery air. The heading was a revised version the supplied proposition; “It’s never too late to learn”
Pushing the idea further I found additional themes to explore and add depth to the campaign. Themes of Neural Plasticity, Open mindedness, keeping your mind alive, and finding new life in an aging body informed my series of postcards.
The use of the statues serves as both to represent the aging demographic as it does the art they might see abroad when they’ve learnt a language and are visiting European art galleries. The hand and the tombstone were repurposed into an allegory of fighting off senility and an early death. Salmon was used as the inside of the statue heads as the high Omega 3 present is known to be beneficial for brain function.
For the heading I took three aliments an aging person may face and translated them into languages Duolingo offers. Senility, Dementia, and Hearing lost are used in a way both to cheekily poke the bear and demonstrate the function of the app.
Initial Scamps:
