Creative Corner: Duolingo's sumo showdown, priceless dog poo and a table for one at Itsu

This week’s Creative Corner goes a bit leftfield.

As a creative, I like to think that it’s the abstract thinking of the human mind that still surpasses AI. 

Today’s musings bring you Japanese mascot sumo wrestling from Duolingo; a gold-plated dog poo from Butternut Box, and a table for one in the British Museum from Itsu.

When mascots go to war: Duolingo’s sumo showdown

In a campaign coming out of Japan that is as unhinged as it is brilliant, Duolingo has thrown its famously menacing owl, Duo, into a sumo wrestling tournament against some of Japan’s most beloved brand mascots. The result is the absurd, competitive, and utterly viral "Duo's Sumo Showdown."

Encouragingly, this isn’t a digital fabrication either; it's a real-life activation which sees Duo square off against iconic Japanese characters from internationally known Sonic the Hedgehog and Pac-Man through to Japanese supermarket stalwarts such as Ponta and Uny's Apitan and discount store Don Quijote's Donpen, as well as ZAQ, a character from cable internet provider J:COM. And the results were beautifully chaotic.

As Bunrei Yamane, Duolingo's local social media manager, explained, "What happened next wasn't scripted... That raw unpredictability was part of the magic."

The campaign began with social posts hinting at Duo's "sumo heritage" and his journey to become Japan's first "Mascot Yokozuna." and continued with a series of posts and key visuals featuring Duo’s invitation to the mascots, the unveiling of the full line-up of competitors, a parody of an official sumo press conference, and the mascots in training for the event.

The campaign then jumped out of the social and into the real ring in a Grand Sumo Tournament where Duo faced off the other mascots in front of an audience of opinion leaders, media and 125 selected Duolingo learners.

The campaign was staged to endear Duo the Owl to the Japanese market and perfectly captured the fiercely competitive nature of the language app’s beloved owl character.

And here's the thing: this campaign isn’t trying to flog language courses. It’s about doubling down on Duo’s unhinged, hyper-committed persona — and making a real play for love (or fear?) in the Japanese market.

And yes, in case you're wondering, Ponta the raccoon took the title. Duo will no doubt be back for revenge.

Poo-fectly priceless: Butternut Box turns dog poo into jewellery

Client brief: Show that a healthy dog poo is a sign of good gut health to launch our TikTok shop.
Creative response: Cool. Let’s cast dog poo in gold and sell it as jewellery.
Enter: Poo(ch) Pendant, a gold-plated locket, shaped like a dog turd, containing a real (and preserved) piece of your dog’s poo. All yours for £9,500.

On paper? Absurd. In execution? Bold, brave, and deeply memorable.

The campaign, from Butternut Box, walks the perfect line between attention-grabbing and insight-driven. Yes, it’s daft. But it also nails the message: healthy gut, healthy poo — and Butternut’s fresh meals help deliver that.

OK, conventionally they brought in a name to front the campaign, but with good reason - actress Jess Impiazzi (and her dog), who lives with lupus, an autoimmune condition linked to gut health. She called the pendant a “brilliant keepsake” and a reminder of how small choices in diet can have a big impact. Connecting the story back to meaningful, real-world health benefits.

Hats off to the client for signing this one off. The takeaway? Sometimes, the best creative work isn’t logical — it’s the stuff that makes you do a double take and say, “Wait, what?”

A table for one: Itsu and the British Museum launch the ultimate solo dining experience

Sticking with the Japanese thread, Itsu, the purveyor of quick, authentic Japanese food, has taken the road less travelled for the launch of its new noodles and broth range, created in collaboration with Masterchef’s Monica Galetti.

Now, convention would say: big table, lots of influencers, Galetti centre stage. But no. Human creative says, nah, let’s team up with the British Museum and host a dinner for one, literally just one person and no others, in solitude, in their Japanese Gallery.

The pop-up, aptly named "Restaurant for One," taps into the growing cultural trend of "cool solitude." The idea that enjoying a meal on your own is not just acceptable but a chic and mindful activity. And, in a clever nod to the brand’s quick-serve culture, diners have a 20-minute time limit.

Diners who book one of the free, limited-edition spots will get to enjoy Itsu’s new 'noodles & broth' range, developed with Masterchef judge Monica Galetti, while surrounded by centuries of Japanese art and artefacts.

Now, let’s be honest: no AI would’ve dreamed this one up.

Well, that wraps up another Creative Corner!

As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com