Duolingo - Museum of Wonky English (MOWE)｜



In our first campaign for Duolingo, the world’s #1 language app, we set out to give language-learning mistakes a reputation makeover.

Instead of feeling self-conscious about Japan’s unorthodox use of English in public signs, menus, and advertising, we saw beyond the obvious and found deep, poetic beauty.

Thus, the Museum of Wonky English was born—the country’s first institution dedicated to the art of mistranslation.

What started as a local activation made global headlines and gave people another reason to visit Tokyo.
Role: Creative Director

Accolades:
New York Festivals, 2023 – Bronze, Outdoor
One Show, 2023 —Merit, Design & Experiential,

* Pick of the Day, AdAge

Agency: UltraSuperNew, Tokyo