Equations for Aliens

Brief: Create a scary big idea that draws in parents with school students 8yrs+ 
with lessons geared towards multiplication, division, fractions and more.

Maths is a science that stretches across various fields. Due to it sharing the same logic all across the world it has often been called a universal language, usually only referring to our corner of the universe. But math is also our best chance to make ourselves understood by other intelligent life forms, making it a key component in interstellar radio messages that have been sent out from earth in efforts to make contact with extraterrestrials. Because while over 7000 spoken languages have evolved on earth, there is only one language of math. Making it probable to be the same way in other parts of the universe.

Duolingo has become a vital instrument for people trying to make themselves understood by others. Now that they are venturing into maths, it would be fitting to bring this legacy with them, and leave earth for a voyage into space. Sending out equations for aliens.

After completing a level in Duolingo math, the user has a chance of getting to pick one of the equations they’ve solved and send it into space. The problem is first converted into binary before it’s broadcasted into space in the form of a radio wave, traveling at the speed of light. The user can then follow the journey and learn about space as their equations travel past moons and stars and clouds of dust, creating cosmic milestones and opening up to more advanced maths.

With the use of simple technology, equations for aliens hopes to inspire young Duolingo-users with the notion that maths actually is the most probable language we earthlings share with beings from other planets. Allowing them to theoretically communicate with aliens to spur an interest in the possibilities of mathematics, physics and space while helping Duolingo on their mission to be universally accessible, literally.

Copywriter
Adam Lundgren

Art director
Aladhin Svedlund

Designer
Hillevi Stephansson
Aladhin Svedlund

D&AD New Blood 2023