The Opportunity

Duolingo’s New Year’s moment was a key acquisition window and a clear performance opportunity. We needed to extend Wieden+Kennedy’s playful “Make it Fun” global creative platform into paid social, digital display, and CTV formats that actually drove results, while keeping the brand’s energy, humor, and instant recognizability intact.

The Approach

At Twigeo, I partnered with the internal Duolingo team and W+K to turn the campaign into a flexible, scalable creative system. This meant productionizing the core platform across dozens of placements, building consistent executions tailored for each channel’s native context — from vertical and square formats to CTV and display units — so the work stayed bold, on-brand, and high-performing in every environment.

en_2021newyears_keyvisual_img_1080x1080_208.png
en_newyears-directusp_img_1080x1080_198.png 
The Approach

At Twigeo, I partnered with the internal Duolingo team and W+K to turn the campaign into a flexible, scalable creative system. This meant productionizing the core platform across dozens of placements, building consistent executions tailored for each channel’s native context — from vertical and square formats to CTV and display units — so the work stayed bold, on-brand, and high-performing in every environment.

en_newyears-keyvisual_img_1080x1080_197.png
en_2021newyears-questions_img_1080x1080_210.png 
The Outcome

A cohesive paid creative suite rooted in W+K’s platform and built to perform across formats, enabling Duolingo to capture attention and drive acquisition throughout the New Year’s moment.

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Splice