Decoding Language with AR For PWN’s “Youth Word of the Year” Poll
As language evolves, staying up-to-date with the latest slang can be a challenge. This year, for the “Youth Word of the Year” Poll, we partnered with PWN to create an engaging challenge for social media users, testing their knowledge and encouraging them to cast their vote in the poll.
With each generation speaking its own unique slang, the Youth Word of the Year poll has become one of Poland’s most anticipated cultural events. Organized by the Polish Scientific Publishers PWN, each year the initiative starts heated online discussions as people try to decode the language of younger generations.
In 2024, we collaborated with PWN to transform these conversations into a playful and humorous AR filter, available on Instagram, the go-to platform for Millennials, and TikTok, the established hub for Gen Z (and now Gen Alpha). While these three generations are often separated by their own language differences, this AR experience brought them together through a shared activity.
Youth Word of the Year AR Experience
Focusing on increasing interactivity and the buzz around the poll, we created an AR-based quiz, controlled with simple head movements. Users were supposed to match the word with its meaning, gaining points, and revealing the ultimate truth: are you up to date with the latest slang or did you officially join the “boomer club”?
The experience supported PWN’s initiative by combining education with entertainment, inviting discussions about the constant evolution of spoken language, and making it more relatable and accessible to the target audience: young people on social media. 🤳
AR Filter Promotion
Some of Poland’s leading public figures–representing diverse generations–joined the initiative, including musicians and journalists whose work relies on the ever-evolving nature of language, actively contributing to the promotion of the poll and AR Experience.
💡 By sharing their quiz results and engaging with the AR filters, users could connect with others, fostering a sense of belonging and helping them identify with a larger community – all while increasing the publicity for the poll and for the brand behind it.
