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‍One language a day keeps bias away.

Break Your Bias x Duolingo

Audio, Audio Craft

To launch Heineken's point of view against homophobia in football, we looked at making an awareness campaign with famous footballers...

…and strayed to enthusiastic ultra fans.
Credits
Amílcar Silarsah (CW)
Klaus Bender (CD)

Challenge

To inspire young adults to weave language learning into their daily routine, I looked at polyglots traveling the world...

Arrow pointing down to the right
...and strayed to their urge to 'stay woke'.
Creative Direction: Klaus Bender

Solution

...and branched off to current social issues. I realized that young adult feel an urge to 'stay woke'. Understanding a foreign language can help them do just that. It can save them from racist bias.

Hear further.

Spot 1: Scared of Arabic?

Amílcar Silarsah · 'Scared of Arabic?' | Break Your Bias. | Duolingo

SFX:

AMBIENT NOISE OF A BATTLE FIELD.

VO 1 (male):

A MAN TALKS IN ARABIC IN A DRAMATIC TONE.

VO 2 (female):

(SFX: THE VO 2 IS OVER THE  VO 1)
What a beautiful love poem, right?

VO 1:

THE MAN’S MONOLOGUE IN ARABIC (POEM ‘IN SPITE OF THE TRIBE’ BY NIZAR QABBANI) CONTINUES IN A SOFT TONE.

SFX:

DUOLINGO TWINKLE

VO 2:

Break your bias. Get on Duolingo and learn about Arabic’s true nature.

SFX:

VO1 STOPS COMPLETELY.

VO:

Kasr tahizika! ("BREAK YOUR BIAS" IN ARABIC)

SFX:

DUOLINGO ‘CORRECT ANSWER’ SFX

Spot 2: Find Chinese (Mandarin) funny?

SFX:

LOW BACKGROUND OF CHEESY CHINESE JINGLES/MUSIC.

VO (deep male):

Does this sound funny to you?

(SFX: THE VO IS OVER TH WOMAN’S VOICE TALKING IN CHINESE)

VO

What if I told you that this is a one of the most important speeches of China’s history?

SFX:

AMBIENT NOISE STOPS.
THE WOMAN’S MONOLOGUE IN CHINESE (Deng Xiaoping JUNE 9 1989 SPEECH) CONTINUES IN A REGULAR TONE.

VO

It’s a call to action made two days before the crackdown at Tiananmen Square.

SFX:

THE WOMAN’S MONOLOGUE CONTINUES.

VO

Hits different, huh?
Look deeper. Hear further. Get Duolingo on your phone and learn about Chinese’s true nature.
Míng Bái Rén! ('stay woke' in Mandarin)

SFX:

CHEESY CHINESE JINGLES/MUSIC

VO 1 (female):

A WOMAN IS TALKING IN CHINESE IN A FUNNY TONE.

VO 2 (female):

(SFX: THE VO 2 IS OVER THE  VO 1)
What an eloquent call to a nation, isn't it?

VO 1:

THE WOMAN’S MONOLOGUE IN CHINESE (Deng Xiaoping JUNE 9 1989 SPEECH BEFORE CRACKDOWN AT TIENANMEN) CONTINUES IN A SOLEMN TONE.

SFX:

DUOLINGO TRANSITION

VO 2:

Break your bias. Get on Duolingo and learn about Chinese's deeper nature.

SFX:

VO 1 STOPS COMPLETELY.

VO 2:

Dǎpò nǐ de piānjiàn! ("BREAK YOUR BIAS" IN CHINESE)

SFX:

DUOLINGO ‘CORRECT ANSWER’ SFX

Spot 3: In love with Italian?

MUSIC:

CLICHE ROMANTIC ITALIAN MUSIC WITH VIOLIN AND ACCORDION

SFX:

A MAN IS TALKING IN ITALIAN IN A PASSIONATE TONE.

VO (deep male):

Does this sound romantic to you?

(SFX: THE VO IS OVER THE MAN’S VOICE TALKING IN ITALIAN)

VO

What if I told you that this is a fascist speech?

MUSIC:

ROMANTIC ITALIAN MUSIC STOPS

SFX:

THE MAN’S MONOLOGUE IN ITALIAN (Benito Mussolini: A Speech to the People of Rome June 10 1940) CONTINUES IN A REGULAR TONE.

VO

It’s Mussolini’s declaration of war.

SFX:

THE MAN’S MONOLOGUE CONTINUES.

VO

Hits different, huh?
Look deeper. Hear further. Get Duolingo on your phone and learn about Italian’s true complex nature.
Sii consapevole! ('stay woke' in Italian)

SFX:

ROMANTIC ITALIAN MUSIC WITH VIOLIN AND ACCORDION 

VO 1 (male):

A MAN IS TALKING IN ITALIAN IN A PASSIONATE TONE.

VO 2 (female):

(SFX: THE VO 2 IS OVER THE  VO 1)
What a scary speech, don't you think?

VO 1:

THE MAN’S MONOLOGUE IN ITALIAN (Benito Mussolini: A Speech to the People of Rome June 10 1940) CONTINUES IN A SERIOUS TONE.

SFX:

DUOLINGO TRANSITION

VO 2:

Break your bias. Get on Duolingo and learn about Italian's complex nature.

SFX:

VO 1 STOPS COMPLETELY.

VO 2:

Rompi i tuoi pregiudizi! ("BREAK YOUR BIAS" IN ITALIAN)

SFX:

DUOLINGO ‘CORRECT ANSWER’ SFX

PR Activation: Showling App

An app to hear the show 'Squid Game' in its correct audio version.

The app can later be scaled to other non-English shows. It will have a section for User-Generated-Content, to share cultural trivia information to bring more local context and help.

How it works


The app has audio tracks that are accurate translations of each episode, done by notable South Koreans in an effort to respect original aspects of the story. The app can ‘listen’ and identify which episode is playing to sync and play the corresponding audio track. Users can then mute the streaming platform and listen to the real story via the app.
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This is student work. Names, characters, brands, places and incidents either are products of the author’s imagination or are used fictitiously. This work is designed to showcase the student’s ability to work with real world brands in real world applications. Any resemblance to actual events, brands, campaigns, locales or persons, living or dead, is entirely coincidental. This presentation is meant for educational purposes only.

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