Language Policy

2023 language policy campaign to encourage the use of Catalan in Andorra.

Grabbing the viewer's attention is a creative exercise. You have to stand out to keep people watching. Breaking with convention and steering clear of dull institutional messages to make an impact on the target audience. Our vision: change the point of view, tackling the issue in a relatable, everyday and surprising way.

At Duett, we proposed building the campaign around the responsibility all Catalan speakers share to help promote and spread our language. We can teach and support those who have already started learning Catalan. But we also have the right to stand up for the language and defend it.

We crafted a campaign slogan that, in fewer than 10 words, speaks about responsibility and spreading the language in a direct, relatable way.

Each short shows everyday situations featuring an exchange between two people: one who speaks Catalan perfectly and another who gets by more or less. It all plays out in a casual, modern tone. Every short is filmed in first person so the viewer becomes the protagonist and experiences the scene as their own. They're a Catalan speaker, so you'd expect them to prefer speaking Catalan. But as we know, whether through prejudice or convenience, that often isn't what happens.

• 30" TV ad
• Cinema ad
• 15" radio spots
• Online press banners
• Social media content
• Social media ads

In 30 days, the campaign generated over 41,000 views on Instagram in Andorra alone. A strong result, given that more than 39,000 of them came from people who didn't follow the account.