VCU Brandcenter 2024 - Young Ones Competition

After being given a brief on Duolingo, involving targeting those in a fandom of choice between the ages of 16-34 with a big, unique, and attention seeking idea, we immediately started to research online fandoms and Duolingo’s online presence. Eventually we reached the idea of targeting the FNAF (Five Nights at Freddy’s) fandom due to the tight knit community that they have online, as well as the recent surge of mainstream popularity created from the movie. With this in mind, we set out to create an idea for an ARG (alternate reality game) centered around Duolingo as this would both play into the FNAF fandom’s love of solving mysteries as well as the Duolingo bird’s “threatening” online persona. This all culminated with a fully scripted out ARG, a strategy and research deck, alongside a roughly 2 minute long video walking the viewer through the narrative of the ARG and how it would play out in the real world.

Strategists: Max King, Joy Zhou

Experience Designers: Alyssa Hwee, Ryan Schork

Art Director: Charley Henson

Copywriter: Elijah Huston