The prestigious Pendoring Awards ceremony took place recently at Vodacom World in Midrand, Johannesburg. The event was attended by advertising industry heavyweights and celebrated creative excellence in Afrikaans and indigenous language advertising.
Among the many submissions, a notable entry was that of Layla Loots, a third year student at Vega School of Brand Leadership a brand of The Independent Institute of Education (The IIE), whose work, “Etikette”, won silver in the Student Print and Communication category. Her hard-hitting poster campaign was created for the South African Human Rights Commission and put the spotlight on the sensitive topic of racism in South African society. Loots’ imagery drives home the idea that being ‘colourblind’ does not address the underlying societal wounds and may, in fact, operate as a form of racism in itself.
“Layla’s achievement is a testament to her unprecedented creative mind and the ability of her Navigators (lecturers), Darren Meltz and Karen Basson, to hone that natural talent and dedication into something that has the potential to impact our society,” says Fay Amaral, Vega’s Managing Director.
Established 20 years ago by the main players in Afrikaans advertising, the Pendoring Advertising Awards are geared towards creating greater awareness of the power of communicating in the home language of a target market. It acknowledges that indigenous languages such as Afrikaans are an integral part of the South Africa identity. It is also the only advertising award in the country with considerable cash prizes for category winners and an overseas study tour for the winner of the Prestige Award.
This high standard of work is not uncommon from Vega students, as the tertiary institute, a division of The Independent Institute of Education (The IIE), has consistently produced innovative thought leaders in the advertising, branding and media industries. Vega students have made international as well as national waves, taking home a Pencil in the D&AD New Blood Awards earlier this year. The same student was nominated for an AdFocus Award and one of Vega’s Navigators was a finalist in the recent international MyKrd Global Brand Design Contest.
These awards are only one indication of the high level of IIE graduates that Vega is producing every year. Its innovative and future-focused methodologies are geared towards creating an intimate learning experience, allowing lecturers to identify every student’s strengths and weaknesses and push them beyond their normal boundaries.
Another aspect of the Vega experience is its real-world simulations and early exposure to the public and private sector where they gain the attention of industry players both nationally and internationally. This model has been developed so that when the students graduate from the educational phase of their careers they can step into their role as employee with confidence and ease, comfortable with the pressures and procedures of agency life.
“Our aim is to offer students who are passionate about their careers every opportunity to excel while consistently providing this competitive industry with motivated and innovative future leaders,” concludes Amaral.
Vega is a brand of The Independent Institute of Education (The IIE), which is the country’s largest, most accredited provider of private education. The IIE is internationally accredited by the British Accreditation Council. Vega focuses on delivering highly skilled students that graduate work ready.
Find out more at www.vegaschool.com