A campaign in response to Duolingo’s brief to help a specific fandom get more out of what they love.
In early 2024, thousands of people on social media jumped into a trend called #mobwifeaesthetic. Suddenly, clean girl aesthetic — slicked back hair, simple clothing, clean skincare — was out. In its place, Mob Wife Aesthetic: big hair, opulent jewelry and furs, heavy make up, all reminiscent of the boisterous Italian women married into the Italian Mafia. But these freshly minted mob wives were missing one thing: how to speak Italian.
We saw this as the perfect opportunity to launch Mob Lingo.
