Duolingo: Trick Or Streak

Following Duolingo’s recent appointment of FRED & FARID Shanghai to ideate and create social media content for the brand in mainland China, the duo has brought to life ‘Trick or Streak’, a new activation preventing Halloween revelers in Shanghai from carelessly losing their streaks. The campaign pays tribute to Duolingo’s infamous streak—the count of consecutive days a user engages with the app, which ruthlessly resets to zero if a lesson isn’t completed within a day, unless a streak freeze is activated in advance. It all started in Fred & Farid Shanghai’s in-house studio with the creation of Duo’s costume—a spooky DIY skeleton with neon lights. The goal was to bring the brand’s sassy green owl to life on a budget, amplifying its persona and connection with the real world.