Nearly 100 million users from over 190 countries worldwide use the Busuu language learning app. Busuu approached Toast with the task of producing a 30-second Busuu Advert to drive brand awareness and immediate response. Toast localised and played out the ad to different countries around the world.
Set Design and Wardrobe
We created an advert that showcases the world of opportunities Busuu offers people both personally and professionally. The narrative focuses on Busuu’s trademark expression ‘New Language, New Life’. We follow five characters as they journey from one place to another.
Changes in locations show up as drastic changes in colour. The set designers, Einstein Octopus, designed six sets each in different colours. The Busuu advert features everything inside each room, such as the props and the artist’s wardrobe, is exaggerated with different colours. This stylised look creates vibrant energy and makes it hard for the viewer to miss!
To help depict the change in settings, we used a doorway as a transitional device; as the actor opens the door we see a split-screen of the character’s past location and future, and as they travel through their outfit transforms to match the upcoming set.
To ensure the Busuu advert could be easily localised, we replaced the exchanges between the characters with the word “Busuu”. This meant the actors had to work hard to convey their messaging effectively through a single word, and the clever use of repetition makes the brand name more memorable to the viewer.
We also recorded separate voice-overs and replaced the graphics (such as the mobile phone screen inserts) for TV campaigns in each country.
We had a lovely time working with the Busuu team to produce this unique advert, and hope to see it on screens around the world soon!