05
KUMON
Everyone has sung an English song without really knowing what it says.
You follow the melody. Catch a few words. Make up the rest.
For Kumon English, we turned that universal behaviour into a campaign about the gap between repeating a language and truly understanding it.
Famous music icons were reimagined as children confidently singing the lyrics the way people actually hear them: almost right in sound, completely wrong in meaning.
Because learning English helps children understand the culture they are already singing along to.



AGENCY
Honest Barcelona
team
Pablo Cominetti, Xavier Solé, Alejandro Arriagada

