At Babbel I introduced storytelling to a brand that had always taken a direct response approach. It was a process that involved lots of experimentation and testing.  

For these first two spots we focused on the idea that learning a language isn’t easy. We embraced the struggle with the direction “It Starts Here”. These struck a balance between DR and brand and also performed better than any previously tested Babbel commercial.

The spots below these two show some of the other strategies and executions we tried.