Will AI replace humans? This has been the conversation all year. But software company, JetBrains, and Talent Creative Agency have noticed an irony everyone has overlooked. Human developers are replacing AI.   

Developers are spending so much time on repetitive, mechanical work – debugging, testing, fixing code – that they’re practically doing AI’s job instead of focusing on more meaningful challenges. Their campaign positions JetBrains’ coding agent, Junie, as the leader of a playful pro-AI rights movement, championing the idea that AI deserves the right to handle the routine work it was built for and shows how their solutionreverses the roles, leaving the debugging to AI, and allowing developers to do what they love.

The campaign’s provocative core message is aimed at IT companies worldwide. “Stop replacing AI with human devs. Interesting work for human devs. Mundane work for the coding agent” challenges the usual narrative around artificial intelligence. Instead of portraying humans and AI as competing forces, the campaign calls on the tech industry to take action and secure the “rights” of AI to handle routine work.

At the centre of the campaign stands Junie, presented as both activist and problem-solver, Junie leads the call to action with a simple, pragmatic vision: humans and AI working together. Beyond its role as a campaign figurehead, Junie also offers a tangible solution for developers overwhelmed by the monotony of day-to-day tasks — helping them automate routine work so they can focus on what truly requires a human touch.

The global campaigns spans OOH, DOOH, guerrilla posters, and influencer content. Each format adopts the tone of a social protest, rallying for “AI rights”: the right to handle boring, repetitive code.

• Guerrilla posters will appear outside major tech offices in London, Amsterdam, Munich, and Berlin, cleverly presenting Junie’s “CV” for mundane coding tasks.
• Special OOH & DOOH activations transform local landmarks into digital demonstrations of the campaign’s message, each carefully tailored to its environment with the creative adapting to both the setting and its audience.

Every site becomes a distinct expression of the campaign’s call for AI Rights, from a draining battery outside Nasdaq symbolising wasted human energy, to a giant developer’s screen at Now Building at Outernet London, where task notifications pile up as a cursor frantically tries to organise them, and a series of DOOH pillars at Uber Arena Berlin resembling protest banners that display various mundane developer tasks before synchronising to reveal the movement’s unifying statement.

Andrew Zakonov, VP of business, Junie and Kineto, commented, “The software development community is currently grappling with mixed sentiments about AI. On one hand, we have coding agents winning programming competitions, on the other, we have developers spending hours debugging after AI-generated code.

While models and agents are getting smarter every day, we still can’t fully trust coding agents, even with simple tasks. With our new campaign, we wanted to say: this has to stop. Developers weren’t born to debug after AI, it’s AI’s job to take over routine tasks and the ones you don’t enjoy doing.

“When developers write boilerplate code, the coding agent cries. We believe that we can change it – that’s why we’ve been developing Junie, a smart coding agent you can understand and trust. Keep coding. We’re here to make it more enjoyable with Junie.”

Liudmila Kulibaba, creative director, Talent Creative Agency, added, “Developers are among the most creative minds out there. Yet too often they’re stuck doing work that was never meant for humans. When we treat problem-solvers like machines, we don’t boost productivity — we suppress innovation. AI should take care of the routine, so people can focus on what actually moves technology forward.”

Credits
Client: JetBrains
Creative Lead: Nikita Ershova
Head of Marketing, Junie: Anastasia Krivosheeva
VP of Business, Junie and Kineto: Andrew Zakonov
Digital Marketing Lead: Roman Prokashev
VP of Marketing: Yulia Anfilova
Influencer Marketing Lead: Daria Rozanova

Creative Agency: Talent Creative Agency
Executive Creative Director: Anna Migaleva
Associate Creative Director: Liudmila Kulibaba
Senior Copywriters: Vadim Alcheev, Anton Senatorov
Art Director: Anastasia Tukmakova
Designer: Elizabeth Korotaeva
Account Director: Alexandra Boettcher
Account Managers: Daria Scherbakova, Sophie Zharikova
Head of Production: Asya Grigoryan