Duolingo came to us to launch their first piece of communication outside of the US, both to make more people in the UK aware of the app’s the cute but grumpy owl, Duo, but also to re-engage lapsed users. We took over London with Duo at the heart of the campaign. In the UK, and London in particular, we waste a remarkable amount of hours every day commuting, scrolling, and waiting around. We wanted to harness these moments to help Brits use their time more wisely – learning a new language with Duolingo.