Keeleklikk
A campaign concept for the Estonian Language Institute, created in collaboration with a fellow designer for their language learning platform keeleklikk.ee. The goal was to raise awareness of the platform and its new B2-level course and encourage people to pick up language learning.
Rather than a traditional "learn a language" message, the campaign turned everyday Estonian phrases into a word-game format. A question like "How's your Estonian going?" or "Do you speak Estonian?" and the answer is hidden in a Wordle-style grid, using simple, everyday words like "hästi" (well), "natuke" (a little), or "tore" (nice). The questions are bilingual (Estonian-English or Estonian-Russian), but the answers are always in Estonian, giving learners small, immediate wins they could use in real conversations straight away.
The concept was designed to work across billboards, bus stops, digital ads, and creator-led video content, with retargeting to bring people back to the platform. We adapted the format and language mix by region. For example, Estonian-Russian pairings in areas with a large Russian-speaking population, Estonian-English near international hubs and proposed table talkers for university cafés as a low-cost, high-visibility touchpoint for international students.
