CLIENT:
AGENCY:
DDB SINGAPORE
ROLE:
SENIOR ART DIRECTOR
REDEFINING AI IN EVERYDAY LIFE
Most people only use AI for work—how boring! But with Gemini, we wanted to show Gen Z that AI can be fun, creative, and part of everyday life.
How did we make using Gemini exciting? We launched the Gemini Master Challenge, daring people to push their creativity to the limit for a chance to win awards. The challenge sparked a nationwide media buzz, inspiring global participation and massive social media engagement. In just one month, Gen Z users from diverse backgrounds created over 1,021 videos, significantly boosting PR exposure.
Gemini, an AI tool seamlessly integrated with Google, helped participants solve everyday problems. To drive excitement, we released 15 videos on Gen Z-favorite platforms like YouTube and TikTok, showcasing how Gemini is more than just a productivity tool—it’s a game-changer for daily life. The challenge gained massive momentum, capturing the attention of key opinion leaders (KOLs) and culminating in the Gemini Master Challenge Awards, where we celebrated the most creative entries.
The results? Over 1M video views and a solidified reputation for Gemini as the go-to AI for not just work, but creativity, problem-solving, and fun.
FROM CHALLENGE TO REAL AWARD EVENT
The campaign didn’t stop there, we turned the challenge into a real awards event, hosted by Daniel Mananta. We invited top creators, honored the winners, and held interactive workshops to engage participants and showcase how Gemini can be used in everyday life, such as through cooking workshop etc.
