Google Gemini Hands Creative Control to Indonesian Students in #BikinGebrakanLo
DDB Group Singapore and Google Gemini just built a campaign that hands the mic to the people who matter: students. #BikinGebrakanLo ("make your breakthroughs") features real Indonesian students using Gemini to push projects forward-study, art, events, and careers.
The hook is simple: show outcomes, not hype. No lectures. Just students using AI to create, ship, and learn faster.
What students are actually doing
- Chemistry majors stress-testing experiments with AI-assisted planning.
- Art students coordinating a campus music festival with AI for logistics and promotion.
- Final-year candidates sharpening interview prep and mock Q&A.
- Thesis writers converting chapters into commute-friendly podcasts to reclaim time.
Built with the audience, not for them
Every asset-from films to out-of-home-was co-created using student prompts. That keeps the work culturally true and shows how accessible Gemini can be when you think in prompts, not software menus.
As Vinod Savio, chief creative officer at DDB Singapore, put it: "This is less a campaign and more a student-driven ecosystem. 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."
Channel execution that invites participation
- DOOH becomes a live canvas: students design billboards using tools like Veo 3, making outdoor media feel native to makers. For industry context, see DOOH standards from IAB here.
- A student-produced podcast series reframes study notes into snackable audio-useful, repeatable, and easy to share.
- YouTube films deep-link into Gemini with the exact prompts used, so peers can replicate the process instantly.
Why creatives should care
This is a blueprint for participatory creative systems. Hand over control, surface the prompts, and make the work reproducible.
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."
Steal this playbook
- Recruit your audience as co-creators. Publish their prompts, not just their outcomes.
- Design channels to be editable: DOOH as canvas, comments as source material, prompts as permalinks.
- Turn ads into learning loops: ad → prompt → result → share → remix.
- Measure participation (recreated prompts, remixes, submitted assets) over impressions.
- Package knowledge for momentum: convert long-form to audio summaries and swipe files.
Practical next steps
- Ship a prompt library with every campaign asset. Make it copy-paste ready.
- Create a remix challenge using your DOOH or social placements. Feature the best in real time.
- Build a short podcast feed that translates campaign learnings into 5-minute episodes.
- Skill up your team on prompt strategy and creative workflows. For role-based learning paths, explore AI courses by job.
By putting users at the center, DDB and Google Gemini position AI as a creative partner, not a passive study aid. It's a campaign that doesn't just feature innovation - it is innovation.
