Duolingo 1%

Small habits Big results

Project Details

How many times have you started a new habit and given up within weeks? We are prone to want to see immediate results, going “all in” to make as much progress as possible. We are surrounded by a culture that sets unrealistic expectations for 100% effort all the time. This all or nothing attitude sets us up for failure. 

Go 1% redefines this mentality, encouraging users to form their habits sustainably, implementing a little language learning practice every day to show that 1% is all it takes to achieve real progress.

The campaign is showcased through particles that cumulate, merge and morph showing that small habits build big results. Billboard systems that interact between screens were selected to reinforce the idea of breaking down content into manageable pieces.

Collaboration with Rachel Cottrell


Art Direction
‍Web Design

Next Project

breathing space