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.
