Brand Challenge 2018 engaged 470 final year students working in 79
transdisciplinary teams to deliver against briefs provided by 27 clients.
Since its inception, Vega has committed to creating opportunities for
students to collaborate on projects that closely simulate real world
challenges, and transdisciplinary teams are charged with the creation
of integrated brand strategies and communication campaigns based
on well-considered research, 360 degree strategic thinking and
carefully crafted creative executions.
In line with meaningful brand practice, Vega sources clients from
various industry and community sectors. This year students delivered
campaigns for corporates ranging from Coca-Cola, Absa, Castle
Lager, Multichoice and Pioneer Foods to not-for-profit organisations
including the Cape Town Township Opera, South African Association
for Marine Biological Research, Greenshare, Get into Rugby and the
ReimagiNation Foundation.
The valuable feedback given by clients contributes to both student
and curriculum development, and several clients intend implementing
work. Vega navigational teams will incorporate input when designing
projects, processes and guidelines for Brand Challenge 2019 which will
tackle an even more challenging digital world.
“We are absolutely blown away by the phenomenal presentations
and are humbled by the amount of thought and effort that went in
to each one. We feel extremely privileged and honoured to have had
this experience. Just WOW!” said Roxy Petersen, Afrika Awake, “The
overall output was excellent.”
“There was fresh and disruptive thinking, great executions,
and some work could actually be used, which is always a
great sign of the quality.” Trivern Chetty, Coca Cola
“The concept and design sold us and we are looking forward
to working with this group in the future.” Marina Oreb, G&G
Productions – Rage Festival
Student learnings extend beyond brand campaign
development to handling group dynamics, ideation and
collaboration and interpersonal management. Self-reflection
is a critical part of the process, and student observations are
carefully considered by the academic development team.
The following reflection by Aimee Crankshaw on the
Durban campus captures the sentiments of many students
who have travelled the demanding but enlightening Brand
Challenge road: “Reflecting back on Brand Challenge 2018
I have realised how privileged we are, as Vega students,
to be part of this incredible opportunity to work with real
clients on briefs that are challenging and complex. Brand
Challenge has provided me with the necessary confidence
and experience to head into the branding and advertising
industry, to use my skills to positively impact the brands I will
be working with.”
Michele O’Hara
National Brand Challenge Navigator