INTELLECTUS
WRONG SPELLING, RIGHT COURSES
Creative concept | AI photo generating | Copywriting
Project: Social media ad campaign to attract new potential students.
The main idea: to visually demonstrate how incorrect language use can change meaning in everyday situations — often with humorous or ironic results. By deliberately using similar-sounding but incorrect English words, the campaign catches attention while addressing the target audience in Lithuania’s major cities.
AI-generated visuals were used in this campaign to increase efficiency and reduce production costs.
The campaign was launched on Facebook and Instagram, reaching a wide audience in Lithuania’s largest cities. The ironic language mistakes quickly caught users’ attention and sparked engagement — people reacted, commented on the ads, often appreciating the humor and concept behind them.
While many understood the satirical approach, some users didn’t immediately grasp the idea and pointed out the “incorrect” wording, thinking it was a genuine mistake. Both led to organic discussions in the comment sections, giving the campaign even more visibility and driving engagement through the roof.
