The Ask:
The team was challenged to create unforgettable, shareable reminders that motivate Gen Z and millennials to start—and stick with—learning on Duolingo.
The Insight:
Language learning should be as natural and universal as our daily routines—including bathroom breaks. In a fast-paced world filled with distractions, Duolingo turns private, judgment-free moments into effortless learning opportunities—making growth part of the everyday.
The Idea:
Duo while you go.
Concept Statement
We’re all human. We sleep the same, drink the same, eat the same—and yes, we all use the bathroom the same. These natural processes transcend race, culture, wealth, and religion. Duolingo believes language learning should be just as effortless and universal.
Recognizing the fast pace of modern life, the social awkwardness of sneaking away for a language session, and the mindless scrolling that fills restroom breaks, Duolingo reimagines these private moments as the perfect, judgment-free time for learning. By making language learning as natural and routine as a bathroom break, Duolingo reinforces an unconscious connection—transforming an everyday habit into an opportunity for growth.
Nane Avedikian
Gennadii Lazarev