This was the advertising plan book for my capstone classes entry to the Young Ones 2024 competition. Our client was Duolingo and the competition guidelines wanted our class to "to engage unique superfan groups in order to drive
earned media that will inspire people to start and continue learning with us". After both primary and secondary research our class came to the decision to make our big idea around the thought of "duolingo is your linguistic passport to take you places", with that in mind it helped us create our tagline for the campaign: "Learn. Speak. Go!" For my job with the creative and production team we decided a huge fandom we should target that aligns with Duolingo's profile was the Olympics.
earned media that will inspire people to start and continue learning with us". After both primary and secondary research our class came to the decision to make our big idea around the thought of "duolingo is your linguistic passport to take you places", with that in mind it helped us create our tagline for the campaign: "Learn. Speak. Go!" For my job with the creative and production team we decided a huge fandom we should target that aligns with Duolingo's profile was the Olympics.




























