Imagine walking down a bustling city street, only to see a dinosaur casually strolling beside you, or a wave of bubble tea crashing down a skyscraper. Sounds like a scene from a sci-fi movie, right? But this is no fantasy—it’s the future of advertising, and it’s happening right now in Indonesia. Google has just unveiled the country’s first-ever 'see-through' billboard, a groundbreaking fusion of AI technology and outdoor advertising that’s turning heads and sparking conversations worldwide. As part of DDB Singapore’s ambitious Google Gemini #BikinGebrakanLo campaign, this collaboration between Superson, Google Indonesia, DDB Singapore, and Hagia Labs is redefining what’s possible in the world of OOH (Out-of-Home) advertising.
And this is the part most people miss: It’s not just about flashy visuals. This campaign is a testament to the power of hybrid creativity, where cutting-edge technology meets human imagination. By capturing the architectural essence of each billboard location, the team seamlessly blends AI-generated content with real-world environments. The result? Mind-bending illusions that make bubble tea waves cascade down buildings, dinosaurs roam urban streets, and space portals open up in the heart of the city. It’s a visual feast that feels both surreal and hyper-real, all at once.
But here’s where it gets controversial: Is this the future of advertising, or a step too far into the realm of distraction? Antti Toivonen, MD for Superson APAC, believes it’s a game-changer. ‘This shows how AI can unlock entirely new creative formats,’ he says. ‘Without Google’s latest technologies, bringing cityscapes to life at this scale and speed would’ve been impossible.’ But not everyone is convinced. Some argue that such immersive ads could overwhelm public spaces, raising questions about the line between innovation and intrusion. What do you think? Is this the next frontier in advertising, or a slippery slope?
The campaign isn’t just about technology—it’s about collaboration. As traditional agency models evolve, this project highlights the power of hybrid teams. Superson’s ‘Supersprint’ methodology brought together Google’s tech prowess, DDB Singapore’s creative genius, Hagia Labs’ technical execution, and Indonesia’s vibrant creative community, including students and local artists. Mira Sumanti, Google’s Southeast Asia brand and creative lead, notes, ‘This is how modern brands are building dream teams—by combining the best specialists across agencies and tech providers.’
Here’s the kicker: The campaign is inviting Indonesia’s creatives to join the fun. Each billboard features a QR code, allowing local talent to submit their own VEO3 content for a chance to be featured. It’s a democratization of creativity, where anyone with a vision can contribute to this ever-evolving canvas.
Technically, the campaign is a marvel. Approximately 40 unique 15-second assets were created in just weeks—a process that would typically take months. Google’s Veo 3 and Nano Banana AI technologies powered the content, which was deployed across high-impact locations like Jakarta, Surabaya, and Bandung. The City Plaza installation, a 30x20m digital display, even adapts its content based on real-time weather data, ensuring the ads stay relevant and engaging.
But wait, there’s more: The campaign’s themes are as diverse as they are captivating. From ‘Bubble Tea Cascades’ to ‘Urban Prehistory,’ each concept is tailored to the local architecture and culture. Imagine seeing an Ondel-Ondel puppet doing aerobics in Senayan Park—it’s a perfect blend of tradition and innovation. This isn’t just advertising; it’s cultural storytelling at its finest.
So, is this the future of marketing? Or a fleeting trend? One thing’s for sure: this campaign has set a new benchmark for creativity and collaboration. But we want to hear from you. Do you see this as a revolutionary step forward, or a potential overload of our public spaces? Let’s debate—the comments are open!
