Babbel - The Other Side (Spec)
This is a spec campaign I have been working on for the language learning app Babbel, based on a brief from the Breaking and Entering Advertising Podcast. The goal of the brief was to make Babbel more relevant to a younger audience.
I believe that modern brands should always seek to improve people's lives whenever possible. To take a stand and not be neutral. To not be afraid to alienate some people in the process of doing what they think is right. Something more than a generic social post claiming support. Sometimes you need to put your money and resources where your mouth is.
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This campaign is based on the insight that english proficiency significantly enhances a migrant's chances of obtaining a Green Card and smooth integration into American life.
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Babbel has the opportunity and capability to do something simple yet powerful for people coming to this country for a better life, documented or not - offering a completely free English course for Spanish speakers - no ads, no paywalls, no strings attached.​​​
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In light of the immigration debates in this country and the outright hostility towards migrants by the current administration, this would be seen as highly controversial and draw a lot of attention Babbel.
*Hover over images to translate*
Social Experiment & Mini Doc
Attached to this campaign would be a video piece on a social experiment where conversations would be set up between conservative, anti-immigration Americans and people from central America who are trying to gain access to the US. They would speak through an interpreter.
I think that through these conversations, they would find a lot of common ground and maybe shift their perspective and in turn, the audience's perspective. This would play a large part in the campaign and would be edited into a series of short videos.