Duolingo - "Museum of Wonky English"

UltraSuperNew

UltraSuperNew Tokyo, Japan

Awards

663

Brand: Duolingo
Country: Japan

Advertiser: Duolingo

Title	Museum of Wonky English
Agency	UltraSuperNew
Campaign	Museum of Wonky English
Advertiser	Duolingo
Brand	Duolingo
Posted	August 2023
Business Sector	Other Online Services
Story	Learning a foreign language is not easy, which is why Duolingo has always celebrated its learners' mistakes as valuable stepping stones to acquiring knowledge. In an effort to create brand awareness, the language learning app today launches the 'Museum of Wonky English' (MOWE), the first institution in Japan to shed light on the art of mistranslations. Created by independent creative agency UltraSuperNew Tokyo, the museum is located at the UltraSuperNew Gallery in Harajuku Tokyo, and is free for anyone wanting to be blown away by sixteen of the best examples of wonky English found all over Japan. The selected pieces display English mistranslations that have given mundane phrases new, surprising meanings. The hope is that when visitors look at the signs, menus, clothes, and other objects exhibited in the museum—objects that can make them chuckle, gasp, think, and reflect—they will notice there's more depth to wonky English than they initially thought and become more emboldened to learn a foreign language. Supporting the campaign is a hero film that invites people to visit the museum and participate in a social activation to share the humorous and interesting mistranslations they come across in daily life on Duolingo's Twitter channel: @duolingo_japan. The best submissions will be exhibited in the museum next to the rest of the masterpieces, and those who sent them will be rewarded with a free month of Super Duolingo. The Museum of Wonky English is at the UltraSuperNew Gallery, Harajuku, Tokyo, and is open 11am to 7pm everyday from November 29th to December 7th, 2022.
Media Type	Case Study
Length	97 seconds
Country Manager	Sho Mizutani
VP of Marketing	Manu Orssaud
Director of Regional Marketing	Haina Xiang
Creative Director	James Kuczynski
Director of social media & Influencer	Katherine Chan
Group Account Director	Yumi Esposito-Pueblo
Group Creative Director	Francois Claverie
Associate Creative Director	Andrés Aguilar
Associate Creative Director	Oguzcan Kaganoguzbeyoglu
Copywriter	Nobuaki Nogamato
Art Director	Sayu Fujii
Designer/animator	Belle Sim
Strategist	Isobel Walker
Producer	Alex Watanabe
Content Planner	Kazuki Chito
UI/UX Designer	Yerai Zamorano
Coordinator	Alex Schmidt
Contributor	Jinshi Itomi
Contributor	Dion Vancuyl
Contributor	Haruna Akashi