Turning language learning into a dating flex
Client
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Timeframe
February 2022 - April 2022
Services
Advertising, Branding, Graphic Design
Project Overview
Wingbird is a cheeky, multimedia campaign concept designed to reframe the perception of language learning from a daily chore into a desirable personality trait. Created as part of a school project, this campaign explores how learning new languages (on Duolingo) could boost not just your brain, but also your chances on dating apps.
The campaign spans across TikTok, IG stories, billboards, and even mock “certificates of desirability,” all designed to reward consistent learners with social clout and romantic appeal.
Problem
Many people struggle to stay consistent with language learning apps like Duolingo. Over time, motivation drops, and daily streaks fade. Language learning becomes a solo pursuit, disconnected from real-life benefits, especially for Gen Z audiences who value fun, recognition, and social engagement.
Solution
Wingbird repositions language learning to improve one’s romantic market value. It links progress on Duolingo with playful dating incentives: public billboards showcasing “dreamboat learners,” QR codes that connect to Tinder profiles, TikTok “auditions,” and girlfriend/boyfriend-style testimonials based on streak stats. The core idea: the more languages you learn, the more attractive you become.
The tone is intentionally humorous and bold, tapping into dating culture, social media behaviour, and gamification while keeping Duolingo at the centre of the conversation.
