CLIENT
Duolingo
PARTNER
Hongrae Kim
INSTRUCTOR
Gio Serrano
A campaign in response to Duolingo’s brief to help a specific fandom get more out of what they love.
In early 2024, thousands of people on social media jumped into a trend called #mobwifeaesthetic. Suddenly, clean girl aesthetic — slicked back hair, simple clothing, clean skincare — was out. In its place, Mob Wife Aesthetic: big hair, opulent jewelry and furs, heavy make up, all reminiscent of the boisterous Italian women married into the Italian Mafia. But these freshly minted mob wives were missing one thing: how to speak Italian.
We saw this as the perfect opportunity to launch Mob Lingo.
80% of true crime podcast listeners are women, so we blasted radio ads on the the hottest crime podcasts to teach listeners some useful Italian phrases
RADIO ADS
We slapped up posters where new mob wives were likely to see them, in high traffic shopping districts around big cities.
OOH
Aspiring mob wives passing by can scan in, and test their knowledge on these hand signals.
DIGITAL
Then we brought this challenge to social media, demonstrating these hand movements with real mob movie clips.
SOCIAL MEDIA
