Creative Brief

This campaign targets Gen Z and Gen Alpha students in Los Angeles, especially those who have limited access to advanced technology or are curious about AI but do not know where to start. Many of these students are familiar with AI tools like ChatGPT or Gemini but mainly use them in a casual or surface-level way. At the same time, public libraries are often not seen as relevant or exciting spaces for this generation. The campaign aims to connect these two gaps by introducing libraries as places where young people can explore AI freely.

The advertisement will primarily appear on digital platforms such as Instagram, TikTok, and YouTube, where younger audiences spend most of their time. In addition, simple out-of-home placements such as bus stops near schools and libraries can increase awareness during everyday routines.

The main goal of this campaign is to increase awareness and trial of Gemini AI Labs in LA Public Libraries. Rather than promoting AI as a complex or technical skill, the campaign encourages young users to walk in, experiment, and explore without pressure. A secondary goal is to reposition libraries as more relevant, modern, and engaging spaces.

Currently, Alphabet is widely seen as a powerful and highly technical company, while libraries are often perceived as quiet and outdated. The desired perception is to make both feel more approachable and accessible. Gemini AI Labs should be seen as a low-pressure environment where anyone can try AI, regardless of experience.

This ad is needed because there is a clear gap between awareness and action. While many young people know about AI, they may not feel confident using it in a meaningful way. By reframing AI as something you can simply “play with,” the campaign lowers the barrier to entry and encourages participation.

Advertising Headline / Tagline:

Play First. Learn Later.

Placement:

This campaign would appear on citywide bus shelters and buses across Los Angeles, especially near LAUSD schools, public libraries, and high-traffic youth areas. It would also be placed as a full-page ad in LA Times (weekend edition) and student-oriented publications such as local campus or community magazines.

The rationale for these placements is to reach students during their daily routines. Bus stops and public transit are highly visible for young people and those who rely on public transportation. Placing the campaign near libraries also creates a direct connection between the message and the physical location where Gemini AI Labs are available. The LA Times weekend edition allows the campaign to also reach parents, educators, and community members who may encourage younger users to visit the labs.

Strategy Note

The tagline “Play First. Learn Later.” is designed to break away from the traditional way technology and education are presented. Instead of framing AI as something that requires knowledge or training, the message encourages experimentation and curiosity. This aligns well with Gen Z and Gen Alpha audiences, who are more likely to engage with new tools through hands-on exploration rather than formal instruction.

The wording intentionally lowers the pressure associated with learning AI. Words like “play” and “later” suggest that there is no expectation to be skilled or knowledgeable before trying the technology. This directly supports the campaign goal of increasing trial and participation in Gemini AI Labs. Creatively, the phrase is short, slightly unexpected, and easy to remember, making it effective for both OOH placements and print media where attention spans are limited.