With the advent of cheap (and thus ubiquitous) video, abbreviated communication in the world of text messaging and social media, and the unrelenting wave of emojis, it’s become pretty clear that people today really don’t give a crap about language. But this is a problem that hurts more than dictionary salesmen and/or your run-of-the-mill word nerd. Sophistication in language is needed so that we may communicate in sophisticated ways, which is essential if we intend to fix sophisticated problems on the horizon. This system breaks down if we ignore the language problem.

But to combat this linguistic ignorance we didn’t want to browbeat consumers about how poorly spoken they are. Rather, we took a more light-hearted approach to an awareness campaign to show that capturing a masterful lexicon will only benefit the user (or more specifically, stop making he or she look like a dumbass).   


Digital Extensions

"Pretty Words"

Instead of merely being a reference for alternatives for one word, we thought could take this is a step further and introduce "Pretty Words," which would help users rewrite entire sentences by "locking" certain words and letting Thesaurus change others. We further expanded the idea by letting the user dictate the tone and feel of the sentence they are generating.

"Emotions by"

One of the biggest forces of the world-wide attack on language is the emoji. To combat this, we have introduced "Emotions by," a plug-in that will give the user options of actual words when he or she types in a given emoji. 

"Word Truck"

To further spread awareness across the country we thought a moving digital billboard in the form of a truck would be an effective tool, as the last place one would look for a reference website promotion would be on the side of an 18-wheeler. The word on the side would describe a variety of things ranging from the current environment to the driver's specific mood and or/ location. 


AD: Rob Stone (

Nick Robertson