Creative Brief

This campaign targets Gen Z students in Los Angeles, particularly high school and early college students who are already aware of AI tools but are not confident using them in a deeper or more practical way. Many of these users have seen or briefly used tools like ChatGPT or Gemini, but they often do not understand how to apply them effectively. At the same time, public libraries are not always seen as relevant spaces for this group. The campaign aims to reposition libraries as accessible places where students can explore new technology in a simple and structured way.

The advertisement will primarily appear on digital platforms such as Instagram, TikTok, and YouTube, where Gen Z users spend most of their time. In addition, out-of-home placements such as bus shelters near schools, libraries, and transit stops will help reinforce awareness in everyday routines.

The main goal of this campaign is to increase awareness and first-time use of Gemini AI Labs in LA Public Libraries. Instead of presenting AI as a highly technical skill, the campaign focuses on making it feel approachable and easy to begin. A secondary goal is to position libraries as modern spaces that support learning and technology access.

Currently, Google is seen as highly technical and functional, while libraries are often viewed as quiet and traditional. The desired perception is to make both feel more accessible and relevant. Gemini AI Labs should be seen as a place where students can start using AI tools in a clear and supportive environment.

This ad is needed because there is a gap between awareness and actual usage. Many students know about AI tools but are unsure how to use them effectively. By presenting AI as something users can try and learn step by step, the campaign reduces hesitation and encourages participation.

Advertising Headline / Tagline:

Start Here. Learn by Doing.

Placement:

This campaign would appear on citywide bus shelters and buses across Los Angeles, especially near LAUSD schools, public libraries, and high-traffic student areas. It would also appear on digital platforms and student-focused online channels, including social media placements and community-based websites that are more directly aligned with Gen Z audiences.

The rationale for these placements is to reach students both online and in their daily routines. Public transit locations provide repeated exposure, especially for students who commute. Digital placements ensure that the campaign appears in platforms where Gen Z users are already active. This combination creates a more direct and relevant connection with the target audience.

Strategy Note

The tagline “Start Here. Learn by Doing.” focuses on reducing the barrier to entry for first-time AI users. Instead of framing AI as something that requires prior knowledge, the message emphasizes a clear starting point and a simple learning process. This aligns with how Gen Z users typically engage with new tools, through trial and gradual understanding rather than formal instruction.

The wording avoids overly casual language while still keeping the tone approachable. Phrases like “start” and “learn by doing” suggest structure and purpose, which fits better with an educational setting such as a library. This supports the campaign goal of increasing first-time usage while maintaining credibility. Overall, the message balances accessibility with clarity, making it more suitable for both the audience and the environment.