In a brilliant example of authentic co-creation, DDB Group Singapore has launched a dynamic, student-centric campaign for Google Gemini in Indonesia.

Dubbed #BikinGebrakanLo (which translates to make your breakthroughs), the effort is cutting through the typical tech marketing noise by featuring real Indonesian students who are already leveraging Gemini’s AI capabilities to innovate in their academic and personal lives.

Instead of lecturing, the campaign is designed to inspire. 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.

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. This not only ensured cultural resonance but also demonstrated the intuitive power of the AI tool.

The multi-channel activation is a masterclass in modern engagement. The digital out-of-home (DOOH) component is particularly clever, transforming static billboards into a ‘canvas of creativity’ by enabling students to design ads using tools like Veo 3. Furthermore, a student-produced podcast series features study material reframed into engaging, digestible audio content.

The campaign films, hosted on YouTube, close the loop on the learning process: they deep-link directly to Gemini with the exact prompts used by the featured students, encouraging peers to instantly experiment and learn from one another’s ‘gebrakan’.

By handing the reins to its actual users, DDB and Google Gemini have positioned the AI tool not as a passive study aid but as an active partner in the Indonesian students’ journey to make their own breakthroughs. It’s a campaign that doesn’t just feature innovation – it is innovation.

Watch the campaign videos here:

Gebrakan Your CV – https://youtu.be/P1MI1MMrcTU
Gebrakan Your Interview – https://youtu.be/Y82R33TWYeg
Gebrakan Your Chemistry – https://youtu.be/Zf7poSV9QEc
Gebrakan Your Presentation – https://youtu.be/3waC4Mofqg8
Gebrakan Your Study Routine – ​​https://youtu.be/NzyA8i-jXBE
Gebrakan Your Masterpiece – https://youtu.be/lTpCiapNbr4