DDB Group Singapore has launched the #BikinGebrakanLo campaign for Google Gemini in Indonesia, focusing on student empowerment through AI. By showcasing real Indonesian students using Gemini’s capabilities in innovative ways—like chemistry majors conducting experiments and art students organizing festivals—the campaign moves beyond traditional tech marketing. It emphasizes tangible achievements and personal stories, fostering inspiration rather than mere promotion.
Co-created with student input, every aspect, from films to Digital Out-of-Home (DOOH) ads, resonates culturally and demonstrates Gemini’s intuitive power. A unique feature includes transforming billboards into creative canvases, allowing students to design their own ads. A podcast series further engages students, making study material accessible and digestible.
Vinod Savio, DDB’s chief creative officer, highlights the campaign as a student-driven ecosystem that turns consumption into participation. This innovative approach positions AI not as a passive tool but as an active partner in students’ academic journeys, driving real breakthroughs in education.
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