CREATIVE BRIEF

Campaign: Gemini AI Labs at the Los Angeles Public Library 

Brand: Alphabet Inc. (Google Gemini) 

Market: Los Angeles, CA

______________________________________________

TARGET AUDIENCE

Primary: 

• Gen Alpha and young Gen Z, LAUSD students, ages 10–19. Teens are already AI-curious. 57% say they have used chatbots to search for information, 54% for schoolwork, and 47% for fun or entertainment (McClain et al., 2026).

• Existing and potential LAPL cardholders. 

• Secondary: Millennial parents and guardians (decision-makers for summer activities).

Demographics

• Ages 10–18 (primary); millennial parents 32–45 (secondary).
• Highly diverse: Latino/Hispanic (47.2% of LA), Black, and Asian communities (U.S. Census Bureau, 2023).
• Low-to-middle income households across LAUSD-served neighborhoods.

Psychographics

• Multi-faceted identity: creator, gamer, student, artist etc.
• Curious, ambitious, self-expressive.
• Digital natives, but seeking education in AI.
• Parents: value safety, free resources, and structured enrichment.

Wants & Needs

• Meaningful, custom, creative, and free summer engagements. 
• Safe ‘Third spaces’ to gather as a community and share interests. 
• Experimenting with and trying out popular technology and trends.

Pain Points

• AI literacy gap: 41% of Gen Z feel anxious about AI technology (Galagali, 2025).
• Subscription technology tools can be financially inaccessible.

WHERE WILL THIS AD APPEAR?

• OOH: Transit shelters, freeway billboards, wild postings, library exteriors.

• Print: Regional newspaper, specialty parenting press, community outlets, tech press, direct mail.

• Paid Social: Instagram, Facebook, YouTube, Reddit.

GOALS

• Drive awareness and trial of Gemini AI Labs across all LAPL branches, boosting Gemini adoption rates.

The campaign should highlight that Gemini is available for free at local libraries and motivate Gen Alpha and Gen Z youths to experiment with its capabilities in their downtime over the summer. 

• Position Gemini as an accessible, useful, and trusted AI tool, invested in public interest.

The goal is to shift perception from AI as distant, premium, or intimidating to AI as approachable, guided, and relevant for learning, upskilling, creativity, and exploration.

• Increase foot traffic and summer engagement for the Los Angeles Public Library.

Give students and families a timely, high-value incentive to visit their local branch and engage with library resources during the summer months.

• Reinforce LAPL’s image as a modern, future-facing civic resource.

Expand perception of LAPL libraries from ‘book repositories’ to trusted community hubs where Angelenos can access emerging technology, acquire digital fluency, and explore future-ready skills for free.

CURRENT VS. DESIRED PERCEPTION

Current Perception

Google Gemini is recognized as a technically powerful AI platform with genuine strengths. However, Gemini’s consumer positioning skews professional and subscription-oriented, and its brand identity has yet to resonate meaningfully with younger, underserved audiences. It is widely understood as a tool for those who already have access, not as infrastructure for those who do not. It struggles with trust deficit and skepticism around its applications, data, and privacy.  

LAPL is a trusted community cornerstone and knowledge hub for students, teens, and families. Public libraries are widely valued: 89% of voters say they play an important role in communities. While it has invested in technology and offers study spaces, computers, printing, and homework help, the library’s image as a space for innovation and creative experimentation has not yet caught up with its actual capabilities. 

Desired Perception

Alphabet’s Gemini should be perceived as a genuine civic partner for digital equity and innovation, and not a self-serving tech giant and vendor. It should be seen as a future-forward tool that actively empowers experimentation, learning, and creativity across all communities.

LAPL should be seen as a desirable third place for young Angelenos: modern, future-facing, and resourceful. The library should be seen as a public learning space, empowering digital literacy, emerging technology, and creative exploration.

WHY DO WE NEED THIS AD?

Gemini is Google’s response to a rapidly evolving AI future: a tool designed to help people learn, create, and solve problems in everyday life. As AI becomes a foundational and fast-growing skill area, early exposure matters, especially for Gen Alpha and younger audiences, who have the opportunity to become true AI natives if they have access, guidance, and incentives to engage (World Economic Forum, 2025).

This campaign makes that opportunity visible. Gemini AI Labs brings Google’s technology into the Los Angeles Public Library’s trusted, neighborhood-based network, supporting a diverse population of 4 million people. Launching over the summer, the campaign centers Google’s civic intent. It democratizes access by positioning Gemini AI Labs as a free, local gateway to learning faster, building confidence, unlocking untapped skills, and exploring bigger possibilities.

Placed in print, OOH, and social channels, the campaign reaches students, caregivers, commuters, and library neighborhoods.

_________________________________________________

Advertising Headline / Tagline

(Option 1)

Campaign Tagline:

Be anything you want this summer. With Gemini.

Supporting Line:

Free. All summer. At all LA Public Libraries. 

Iterations like:

-Be an artist.

-Be a poet.

-Be a founder.

-Be a filmmaker.

-Be a scientist.

-Be a designer.

The above are just mockups to showcase how a few iterations of the tagline could look. The tagline would be used for the overarching brand platform (the Gemini x LAPL collaboration).

Placement

Out-of-Home

–LA Metro transit shelters and rail stations: A, B, E, and Gold Lines serving East LA, South LA, Boyle Heights, and Inglewood. LA Metro recorded over 311 million boardings in 2024 Harvard Business Review (LA Metro, 2025), making transit the highest-reach touchpoint for LAUSD students.

–LA public buses: Travelling buses target a wide section of Angelenos as well as public commuters.

–Freeway billboards: 101 (Hollywood/East LA), 110 (South LA to Downtown), 10 (Mid-City to East LA), 405 (Valley to Westside); high-volume daily routes reaching millennial parents during commute hours.

–Wild postings:  USC, UCLA, Highland Park, Fairfax, Leimert Park, Boyle Heights. Culturally active neighbourhoods with high student/youth populations. 

–Library branch exteriors: All 73 LAPL locations as ambient placements, the destination becomes the medium.

Print

–Los Angeles Times (Sunday edition): Highest print circulation in Southern California; broadest reach among parents 35–55 (Los Angeles Times, n.d.).

–Wired (bi-monthly print edition): Placement reaching tech-savvy adults, educators, and innovation-centric readers. Reinforces the credibility of the Gemini/LAPL civic partnership.

–La Opinión: The most-read Spanish-language print newspaper in the United States, with over 20 million on its combined print and digital platforms (La Opinión, 2023). 

–L.A. Parent: Directly targets parents of school-age children actively seeking summer and local family engagements (L.A. Parent, 2026).

–LA Taco: Trusted independent outlet for LA’s millennial community. It covers technology news from a hyperlocal perspective, studying the impact on Los Angeles and its communities.

–LAUSD back-to-school mailers: Household delivery to every enrolled family before summer break begins.

Social

Paid Social: Instagram, Facebook, YouTube, and Reddit.
Used to reach teens, students, and caregivers. Instagram and YouTube are strongest for youth-facing audiences, Facebook helps reach parents, and Reddit allows interest-based targeting in AI and coding communities such as r/learnprogramming, r/ArtificialInteligence, r/webdev, and r/promptengineering etc.

_______________________________________________________________________

Strategy Note

The tagline “Be anything you want this summer. With Gemini.” is built on a foundational insight about the target audience: Generation Alpha and young Gen Z do not identify as one thing. They are multi-hyphenated, identifying as students, creators, athletes, entrepreneurs, and more. They resist being boxed into a single label. The “Be ___” framework leans into that multifaceted identity. Each iteration speaks to a different identity without narrowing the campaign’s reach. It is scalable, customisable, and can be readily localized. The language is age-agnostic and can appeal to young students and older parents or technology- curious consumers. Different iterations can allow different kinds of Los Angeles residents to see themselves in an execution of this concept. It emphasizes how Gemini and its capabilities can help unlock untapped skills and ideas to become any version of themselves. It highlights Gemini as a platform that helps young Angelenos upskill and explore creatively.

Being “anything’’ centers a sense of limitless potential that people can tap into with free access to Gemini. It does not prescribe which identity the audience should pursue. Combined with “Gemini,” it positions the tool not as a product but as a partner in whatever the audience chooses to become. That reframing from tech tool to dream enabler is the heart of the campaign’s creative strategy and directly addresses the desired brand perception shift.

“This summer” is the campaign’s periodic anchor. The program launches on the first day of LAUSD summer break. It transforms a product partnership into an enticing limited-time invitation, creating urgency and curiosity. Summer is when unstructured time opens up, creating an opportunity to experiment freely.

The supporting line, “Free at all Los Angeles Public Libraries”, delivers the rational proof element. “Free” is the most persuasive word in this campaign, as AI tools can often be perceived as subscription-based and inaccessible, limiting the adoption and exploration of such services.

Together, they transform aspiration into action.