Creative agency DDB Group Singapore has partnered with Google on a new student-focused campaign for Google Gemini in Indonesia, highlighting co-creation in action.
Titled #BikinGebrakanLo (which translates to “make your breakthroughs”), the campaign aims to differentiate itself from conventional tech marketing by spotlighting Indonesian students who are already using Gemini’s AI tools to drive innovation in their studies and personal projects.
“Instead of lecturing, the campaign is designed to inspire,” said a release, adding that it moves beyond abstract benefits by spotlighting tangible student achievements: chemistry majors conducting bold experiments, art students organising a music festival, final-year candidates acing campus interviews, and those who transform thesis chapters into commute-friendly podcasts to maximise their time.
According to the campaign, every creative touchpoint, from films to out-of-home, was co-created using prompts provided by the students themselves. This not only ensured cultural resonance but also demonstrated the intuitive power of the AI tool.
The campaign spans multiple channels, including a Digital Out-of-Home (DOOH) component that allows students to design their own billboard ads using tools such as Veo 3. It also features a podcast series created by students, presenting study material in a more accessible audio format.
“This is less a campaign and more a student-driven ecosystem,” said Vinod Savio, Chief Creative Officer at DDB Singapore.
“We have proven that when you empower users, they become your most effective creative department. By deep linking the student’s prompts from a YouTube ad directly into Gemini, we turned consumption into participation. It’s the full-circle realisation of an AI-powered creative loop.”
The campaign’s innovation lies in its complete alignment with its audience. Every creative touchpoint, from films to out-of-home, was co-created using prompts provided by the students themselves.
“We aren’t just talking about AI; we are demonstrating how students are using it right now to fuel their ambitions, and this authentic co-creation proves that the future of innovation isn’t just about the technology—it’s ultimately about the people it empowers,” said Nicha Dhamabutra, Product Marketing Manager for Gemini SEA.
Gebrakan Your Chemistry
Gebrakan Your Presentation
Gebrakan Your Study Routine
Gebrakan Your Masterpiece
