Project
Duo's World Cup
Creative process
Duo's World Cup
This project explores how Duolingo could reclaim its mission by tapping into a moment of global unity - the FIFA World Cup 2026! As an official sponsor, Duolingo reframes learning as something collective and universal through the concept “A goal anyone can score.”
The integrated campaign comes to life through Duo’s World Cup, activated during the tournament, where learning becomes a shared win that anyone can take part in, like football.
Outcome
The integrated campaign blends physical, digital and in-app experiences. It launches with OOH MUPIs and social media assets featuring humorous, inclusive copy that highlights Duolingo’s accessibility, followed by a playful app icon transformation into a football-themed countdown five days before the FIFA World Cup 2026.
During the tournament, Duo’s World Cup goes live in an in-app competition where users represent their countries by completing lessons that contribute to a national score, turning learning into a collective global experience, amplified through a TikTok filter, stadium branding and contextual billboards, with the winning country receiving a free month of Super Duolingo. In Duo's World Cup, everyone is welcome to play.
