Jakarta, Indonesia – DDB Group Singapore has transformed student creativity into national storytelling through an inspired new campaign for Google Gemini in Indonesia.
Aptly titled #BikinGebrakanLo (“make your breakthroughs”), the campaign celebrates young minds who are using AI to fuel their own innovations—from chemistry experiments and creative festivals to thesis-inspired podcasts.
Instead of broadcasting the benefits of Gemini, DDB flipped the script.
Nicha Dhamabutra, product marketing manager for Gemini SEA, said, “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.”
Vinod Savio, chief creative officer at DDB Singapore, said, “This is less a campaign and more a student-driven ecosystem.”
Every ad, film, and out-of-home placement was co-created using prompts from real students, proving that the best way to speak to the next generation is to let them do the talking.
A standout element of the campaign is its Digital Out-of-Home activation, which turned billboards into a living canvas powered by student designs made with tools like Veo 3.
A companion podcast series also reimagines study material as engaging, student-produced audio for learning on the go.
“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,” Savio added.
