When I’m serious, I say no cap. When I’m overwhelmed, I say I’m cooked. Like most of Gen Z, I’ve fallen victim to "brain rot" which is an internet-born language that’s fun but slowly killing proper grammar. It’s almost as though "brain rot" is the evil villain in a movie, and that’s exactly how it plays out in Duo the owl’s world, where if people skipped their lessons, the green bird would go extinct.
CASE STUDY
On Duolingo's social media account, it will be announced that Duo is missing without a trace. In addition, Duo's lover, Dua Lipa the singer will respond with concern.
In response, Duo leaves a message.
The message says that "Duo was here" in various languages and "I am going extinct. Return to your Duolingo lessons and stop using brain rot to save me."
The World Wide Fund for Nature officially confirms that Duo is now on the endangered species list.
Gen Z takes action and posts them going back to social media in order to influence others to save Duo. In the process, brain rot is mitigated.
Duo is back! But this fragile balance can shift again. Should brain rot return, Duo may not survive. The choice lies with us. Don't allow Duo to become extinct. #SaveDuo
Advertising Student Project
Collaborators- Amanda Krahe & Brooke Healey
My Role- Conceptualization, Art Direction, & Copywriting
