The contemporary Higher Education System is full of challenges. The traditional teaching system was based on expositive lessons where the teacher was the center of attention, but this is no longer effective. Nowadays, students have become the center of attention, with a teaching system based on flexible structures and an active learning environment. Active learning activities such as co-creation are part of contemporary education and are key to better preparing students for the job market. This research examines co-creation and active learning experiences within higher education students. Particularly, the research analyzes the implementation of active learning activities in the development of an advertising campaign. It used groups of students from the Communication and Journalism Bachelor at a Portuguese University and supporting tools, such as Mentimeter, Jamboard, Google Slides, and Storyboard.

Gamification, generation of Artificial Intelligence-based advertisements, outdoors, mupis, posters, online publications (websites and social media) and PowerPoint presentations are some examples of the outcomes of the implemented activities. Active learning activities proved to motivate and engage students individually and as part of the team. Additionally, the research evidenced the achievement of results such as critical thinking, research, written and oral presentation and problem-solving skills development.

Keywords: Co-creation, Active Learning, Teamwork, Critical Thinking, Problem-Solving.