Two talented students from Vega, an educational brand of The Independent Institute of Education, SA's largest private higher education provider, recently took home a D&AD Pencil Award – one of the most coveted awards in the advertising industry.
The students submitted a campaign in the ‘New Blood’ category for 2017 – the category awards a series of world class programmes for new creatives, and aims to reach young creatives from as far and wide as possible to offer inspiration, learning and genuine breaks into a naturally competitive industry.
The creative duo – Saraah Saint (Visual Communication 3) and Jessica Hay (Creative Brand Communication 3) were briefed to collaborate on a print and digital campaign to raise awareness of the ‘Fur for Animals’ crusade, a cause which aims to bring an end to international fur trade.
“After conducting a great deal of research into anti-fur campaigns of the past, we found that the ‘blood and gore’ approach proved ineffective when it came to getting people to appreciate the message behind the campaign and take it seriously,” says Saint.
“We engaged with lecturers (known at Vega as navigators), who guided us through the technical process of executing the project and bringing our ideas to life,” added Hay.
Saint and Hay’s campaign, “Who Wore it Best?”, focused on the role that celebrities play in the fashion world by endorsing fur and encouraging its desirability as a high-end fashion item. A striking feature of the campaign is how Saint and Hay showcase the stark contrast between animal and human and illustrate this by using the reality animals to take over the fashion industry as the ones who actually wear fur the best.
The campaign included a series of magazine covers and print ads featuring side-by-side images of celebrities dressed in fur and an animal with the fur the garment was made from. The team also created a Facebook voting poll for social media users to vote to decide who wears fur better – celebs or animals – along with an online anti-fur pledge form for people to sign. Included in the social media visual content was a series of beautifully-designed “Flash Fur” fashion show posters.
“We are so grateful for this award, and there are simply no words to describe the proud looks on our parents’ faces when they found out we had won,” says the duo. “A big thank you to our incredible navigators and the Vega community at large for all your guidance and support throughout the project!”
Fiona Peake, Communications Navigator at Vega, says that the New Blood Awards are a great opportunity for Vega students to showcase their talents on an internationally-recognised platform.
“Vega is committed to giving students every chance available to gain insight and experience into the industries they contribute towards, I would like to congratulate Saraah and Jessica on this phenomenal, world-class achievement!”