Duolingo “Taste the culture”

Problem: There is a lack of consistency because young adults are missing the social experiences of learning a language through an app.

Insight: Young people are more likely to carry on learning if they can use their new skills in their daily lives.

Solution: Duolingo makes you taste the experience of learning a language. Properly and figuratively.

Being bilingual students ourselves, my partner and I wanted to focus on what we could bring to an application like Duolingo which is already doing a lot, in terms of interactions with users through daily reminders, rewards etc… We decided to direct our searches into the audience, us. Our new challenge was to offer people of our age what they needed. So we needed something that will be a real incentive alongside the new language skills. Our solution was an integrated campaign launching at the start of the school year, offering in-person and digital experience through the native application. Duolingo partnership with Mcdonald's, since food is well known to allow cultural exchange. This alliance, will make the brand relevant to our audience through a brand they already familiar with.

Feeding their minds and bellies. As this is a common place where students go to after school, we wanted to show them that they can put into practice the skills learned in Duolingo in a real-life situation, that rewards consistency and that they will benefit from. Our aim with this idea was to make Mcdonald's reputation serve Duolingo. Open young adult eyes to the world of learning digitally by inspiring them with some short term reward, to weave language learning into their daily routine for a longer time.

I’m not going to bore you with some long story about my life so here is a quick one. As you can see (me in the image and videos) I’m not just a creative that likes to come up with ideas. I also like to get involved in the process of making them a reality. I like to come up with ideas that people would have an emotional reaction to. I would say that my passion is creating and directing films, but the reason that I ended up on BA (Hons) Creative Advertising is because I also like to come up with ideas that can be translated into different media. Oh yeah! And I happen to be Spanish, that is always a good point of conversation.

kiarafe.myportfolio.com

I am a tropical kid that moved to the UK to pursue her education in advertising and (hopefully a career). Anyways, let’s keep this quick, because writing bio’s are hard. If the last sentence did not give out a huge clue, I am an aspiring art director. Through my years of studying advertising I have learnt that ads are not just pretty pictures with convincing words (well they can be if that's what the brief wants) but advertising can tell a story, emote emotions, and inspire change, and I love doing this. Aside from making ads, I enjoy food. I say enjoy because I love cooking food, making food look pretty, taking pictures of food and of course eating it.

lordanandwheatley.myportfolio.com

I am an art director, so good luck reading this frantic and slightly confusing bunch of words.

The idea of creating work that could help people is so exciting to me. I think that work with purpose is powerful, so that's what I want to spend the rest of my life doing. To find a creative solution, first I think its important to really understand the problem. This is were my ‘talk to a brick wall’ mentality comes in handy. I think that speaking to people from all walks of life and different backgrounds will only ever enrich my life, and hopefully my work.

behance.net/zoemarch

A picture can tell a thousand words, meanings can be made and transformed just by one simple alteration. I’m a lover of visuals, telling stories through images, capturing people’s attention and transporting them to someplace else, even just for a split second. I find it fascinating how adverts can change someone’s perception or behaviour, through use of pictures and words.

I love how images can change the way we feel, and also allow us to express how we ourselves, are feeling inside. Idea’s, especially good ones, are what make images more than just images, they are something that has the potential power to change the world.

I love using my skills and passions to create compelling advertising work, and also enjoy working on product styling for brands via social media, as well as setting up and running my own business, using compelling branding and imagery to capture my audience.

Whether my creations help people escape reality, or be tapped back into it, I hope to make people feel something through my work.

bettymeakin.myportfolio.com

I live in my own little world. So much so that I’ve even earned the name “Betty-Forgetti” among my friends...

But despite this side effect of forgetfulness, I like living in my own little world. And ironically, it’s why I’m so fascinated by others too.

Because we all navigate our own different, crazy and stupid lives. And if I can create a feature that connects some of those different worlds, or just makes them a smidgen easier, then (quite selfishly) mine becomes a bit happier.

That’s why my passion for feature-based advertising has grown so much over the last few years here. Answering human insights (whether silly or sincere) through real features excites me even more than traditional communication.

michaelaparadiso.myportfolio.com/work

If you’d said to me a couple of years ago that I’d end up out of my little Island of Jersey (basically Narnia, but less exciting) then I would’ve probably said you’re absolutely right. I’ve always wanted to go and explore the rest of the world and be creative along the way. I suppose the one thing I didn’t account for was how I would be able to express myself and my creativity, whilst also getting to travel elsewhere and experience new things.

And then Leeds came along. I found a Foundation Diploma in Art and Design course at Leeds Arts University and immediately went over to visit. I fell in love with the city and the people and the university itself, and from that I went on to study advertising, after realising it was pretty fun and actually kind of life changing when you think about it. The way a few simple words or images can be powerful enough to alter someone's emotions or their behaviour is a pretty powerful thing. Although, being able to make a positive difference has got to be the best part of it really, or at least, making someone smile even just for a moment.

@mp_portfolio 

In an industry obsessed with thinking differently, I think we might have lost a bit of the importance and value in thinking the same. Without sounding too cheesy, we are all human and have a lot of overlaps in our thoughts, wants and fears. This is what I like to focus on in my work.

I find the word ‘Strategy’ seems to take away the fun a bit but I relish in exploring the reason why things are created, not just how good they look or how smart they sound. Concept development is the second stage on from this and I love to push things beyond the plausible just to see how deep I can go before somebody stops me.

I want to make things that someone would look at and not say: ‘Why hadn’t someone thought about that before’ but instead, ‘Finally! Someone did something good about that thing I always think.’

kiarafe.myportfolio.com / @whoopsieltd

4 years ago I was in Brazil sunbathing. What went wrong? More like, what went right. Hegarty, an ad guy, said bad weather is crucial to creativity. I can’t decide if he’s right or just British. But after my time in Leeds, I craved creativity almost as much as I craved sunshine. I won’t rain on your parade with the boring details, but Creative Advertising made me want to think differently. I like to write and would love to design. Unfortunately, even my stickmen are questionable. Whoopsie. I love a bit of fun and being #extra, but for me, adverts need to be true. It's that relatability and problem solving that make me feel warm inside. What a nerd.

The Bitter Women Brewery project came from a realisation: if advertising has done something wrong, we now have the power to change it. So let’s.

selinasmyllie.com  / Lit on Beat on D&AD

Due to the lack of racial representation in English Lit, black teens are understandably feeling neglected and less connected to books. So what about these teens who are also dyslexic, adding another barrier between them and the written world. These teens may not realise it but they are listening to poetry on a regular basis. They’re listening to rap. Rap originated from and represents the black culture. Rap and poetry, is just a combination of organised sounds and rapping can help improve auditory processing and language skills. Lit on beat is Penguins movement to bridge this gap between poetry and rap. To show these teens that literature is in the music they listen to. The movement aims to represent a culture that is being left out of the curriculum as well as helping those who struggle.

ellawarwick05385ab.myportfolio.com

Before visiting universities all over the country, I never knew that I would have ended up doing a degree in advertising. I used to hate adverts, always interrupting my down time of watching TV or my endless scrolling through Instagram, I never really saw the point in them.

Now I love the ad breaks and seeing the ways in which a brand portrays its personality, through a 30 second radio ad or quirky social media post. When I was first looking at Universities I was thinking that Graphic Design is what I want to do. I remember going to Lincoln Uni and going on a tour around, on the way around we stopped in the Creative Advertising department. I had a look at the work and had a little listen to what the course was about, it sounded amazing. I came out and said ‘that is what I want to do.’ I never chose Lincoln, I decided on Leeds, was told it was like London up North. Even though I live close to London, it wasn’t that which swayed me, it was the Creative Advertising Course Leader that did, Fabio. He seemed so passionate about advertising and how could a fun, humorous, Italian not persuade you?

I love how versatile advertising is, you can let your imagination run wild with ideas. Ideas are my thing, I love coming up with them, the more whacky the better. I knew from the first day of viewing the course that advertising was going to be my future. I have never come across such a perfect match for myself. I want to be part of the advertising community and help brands to strive to stand out from the norms, to get themselves heard.

lordanandwheatley.myportfolio.com 

I always had a complicated relationship with art. I was in a no-holds-barred wrestling match with creating for the sake of it. That’s what I try to find with my work now, I try to create what deserves to exist. Although, there would be far too many of us if Creative Advertising was on the curriculum. I’m always armed with post-it notes, but I have a penchant for losing my sharpie. There’s a New Year’s resolution in there somewhere.

I’ve got a private food instagram with a handful of followers, I’m a retired rugby boy and a former Lancashire handball champion. Please overlook my checkered past. My plan B has always been, and will always be a food van, serving gourmet chip butties to the masses. Somewhere in the post-graduation, pre-culinary era I’d love to work abroad. Sydney’s always looked nice.

michaelwhitecreative.co.uk

If you're looking for someone who will respond to all of your emails with an "!" so I seem friendly, but not too friendly, I'm your guy. Over the last three years at LAU I've learnt how to develop my skills as a junior creative, focusing on copywriting with a hint of art direction. I like to make things that make people laugh, because who doesn't like to laugh? I've pitched to some of the top agencies across the country, sharing my work and ideas to creative directors, freelancers and mid-weight creatives. Throughout this course I have fine-tuned my skills in all areas of advertising, from pitching to posters, creating to crying - I've done it all. I'm the Paul Hollywood of advertising (in the Scouse kind of way not the "master of his craft" way).

The average person forgets four things everyday (it's true...Google it), don't let me be one of them!