Sarah
Cardona

Art Director

Young Ones Awards

March 2024

DuoBillboards

According to Luminate's 2022 Year-End Music Report, the Latin music genre was one of the fastest-growing core genres in the U.S., gaining more than 17B audio and video streams over 2022.
Ironically, of the 57 million population of the U.S., only 12.2 million people speak English and Spanish. Which means 79% of Americans,
don't understand a single word of their favorite songs.
At Duolingo, we made it our mission to help all Latin music fans in the U.S. understand what the songs they play on repeat are actually saying.
That's why we created a campaign that will hack the 2024 Billboard Latin Music Awards and transform famous Latin singers and songs into Spanish lessons.

Credits

Copywriting: Victoria Toxqui

Art Direction: Sarah Cardona