Client: Duolingo

Client: Duolingo

Problem: Americans/only English speakers love foreign songs; however, they don’t know the lyrics or meaning behind their favorite foreign songs.

Insight: People mumble and sing gibberish through the lyrics of foreign songs because they don’t know the words.

Big Idea: changing the original foreign music into mumble for the greater good to show how fans need to learn the lyrics.

Case Study Video

Additional Credit: Art Director; Destiny America Erazo

OUTDOOR POSTERS

SPOTIFY

On October 1st, International Music Day, we partnered with the artists and Spotify to switch their songs to the new gibberish AI versions. Even the lyrics showed Spotify users the gibberish they heard their favorite artists singing.

YOUTUBE ADS

We used Lensa AI deepfake technology to alter their music videos. Before the real music video plays, an ad appears showing a deepfake version where our artist sings gibberish lyrics.

TikTok

After a day of teasing fans by altering their favorite songs, Bad Bunny, Becky G, and BTS will take to TikTok to reveal the reason behind the lyric changes. In their videos, they’ll encourage fans to learn the real lyrics and sing along with confidence.

Apple Music

On the Apple Music app, fans of international artists can now access complete translations and pronunciations of lyrics in various languages.

Start by playing a song on Apple Music that you want to learn the lyrics of.

Click the three dots to expose the other apps on your screen.

Click the Duolingo icon, and it will show you the translation and pronunciation of the lyrics.

Now you can finally understand the lyrics with translations and pronunciations. plus, share them with your friends so they never mess up the words again during those carpool karaoke sessions.

Fresh Vision (Philadelphia cream cheese)

Bass That Shakes (Skullcandy)