Krispy Fried Duo — Anh Tran

There’s something CRAZY…FOR your Christmas Eve dinner?!

Client: Duolingo // 360 Activation, 2023

Role: Art Direction, Campaign Creative, Client Presentation

What I did:

Art directed the campaign from concept through to on-ground activation
Presented creative direction to the client
Coordinated with production team and content creator team on event logistics and social rollout
Managed creative workflow across social content, physical event design, and post-event coverage simultaneously

In Japan, the tradition for Christmas Eve is to…eat KFC with your loved ones.

Every Japanese family would line in KFC to get a bucket of fried chicken for their Christmas dinner as a tradition. Seeing this as an opportunity to remind people not to sleep on lessons during holiday season, our team made Duo agree to sacrifice himself for the juiciest pieces of green fried chicken and open “Krispy Fried Duo” - where only streak-keeping learners would receive the prize for their hard work.

Being able to touch on the most cultural moment in Japan with excellent executions from social activation leading to on-ground activation, we succeeded in enthralling people both in Japan and global. Japanese fans get the most exotic Christmas chicken bucket, Duo get his fans to do his lessons!

We launched our campaign with 3 social videos that popped the bombshell: an unhinged teaser, an essential Fried Duo recipe, and a spicy chicken mukbang

Then December 24th was the day of the activation: lines of people craving for a bite of the exotic meat queued up and showed to Duolonel their completed Christmas lesson!