We designed the first toilet paper language lessons.
One of the most common barriers to learning a new language is lack of time. Yet, the average person spends 14 minutes a day sitting on the toilet, which is more than enough time for a few lessons.
To turn the bathroom into a classroom, Duolingo designed the world’s first toilet paper that teaches you phrases from new languages. Available in 5 languages, Duolingo Roll featured real, quirky phrases from the app such as “My cat is a lawyer.” Plus, each sheet was produced with 3-ply softness, because learning a language during a pandemic is hard enough.
Duolingo Roll made a splash and became an instant internet sensation. The launch generated 250,000 site visits from 173 countries, millions of earned media impressions, a 3.5% lift in global new users, and an 18% lift in new users in the US. The campaign was made in partnership with Wieden + Kennedy. As part of the in-house creative team, I provided creative direction and wrote all of the website copy.
Check out the website here: roll.duolingo.com
Press: AdAge, Designboom, Print Mag, CNET
