Duolingo New Years '21

Helped bring Duolingo’s 2021 New Year’s campaign to life by translating Wieden+Kennedy’s “Make it Fun” platform into a scalable digital system across paid social and CTV.

Agency / Partner: Wieden + Kennedy

Internal Partner: James Kuczynski

Role: Designer (Performance) - Twigeo

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.

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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.

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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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