The Duolingo Hatchery.
D&AD New Bloods 2022.
The Ask: For D&AD 2022 New Bloods Competition, Duolingo wanted a new, innovative way to reach its customers and get keep their streaks going. They asked for a big idea that reflected their fun brand but didn’t do anything their app couldn’t already do.
The Pitch: Eric’s bright idea was to launch a national campaign that dropped Duolingo Hatchery machines across major cities all over the world. The hatchery would deposit eggs with tiny, Furby-like Duos. Eric wanted to help Duo make the jump from our nightmare-latent notifications to our physical reality. Total Duo domination would be assured.
The Duo Invasion.
Eric’s Duolingo Hatchery machines would be ground zero. The machines would dispense miniature Duo plush toys with built-in language lessons based on the language chosen at the terminal. Eric hopes these cute toys paired with Duo’s legendary meme status would create enormous demand.
He also designed the machines to look like Duo. They would be equipped with LED screens so the expressive and slightly maniacal mascot can welcome visitors. The machines would be placed at major locations across the globe with an accompanying campaign to notify the public that Duo has arrived. The copy is intentionally vague, only giving small hints on where these machines are located.