At the core of the campaign is a video featuring Vega students honouring the mindset of ‘Generation V’ (the current generation of Vega students, alumni, employees and stakeholders) and which taps into the internal ‘Generation V’ positioning, developed by Vega.
Shevon Lurie, MD at Vega said, “By branding it Generation V and articulating its identity, Vega has strongly positioned itself as the only design, brand and business school that understands the elusive spirit of this generation. By coining the term Generation V, we have furthermore created a powerful hook upon which to hang the whole complex set of values, attitudes, beliefs and behavioural patterns that define this generation.
“Generation V is a mindset that combines the unique personality of Vega with the traits of the youth that characterise ideal students. The school believes that brands can have meaning and add value to how people live their lives. We believe an organisation stands responsible for every decision and action it takes. We believe in creativity and its power to influence what people think and feel. We are committed to graduating individuals that meet challenges with original solutions.”
The campaign, which will run online and on social media, shows a number of students talking about finding their purpose, through finding a career and passion that suits them, finding a place in the world and playing a part in bettering it. In the video, they talk about shaping their future, finding new solutions to old problems and building a better tomorrow through 2020's most sought-after skills - complex problem solving, critical thinking and creativity.
Carla Enslin, co-founder of Vega explains, “Vega believes that the only meaningful social, cultural and economic exchange is that which adds value to the lives of all people. The campaign aims to inspire our youth and communicate how finding purpose, paired with creativity, passion and the power of ideas, can reshape South Africa’s future.”
“We are experiencing a time of change and uncertainty, but the new generation believes that they can take a stand and fight the good fight. The role that we can play in society is so much more than it was in the times of boomers and early millennials. An idea has never been as powerful as it is today, and we believe that the students of tomorrow have the power to change the world,” concludes Lurie.
The campaign will roll out over digital and social media for the month of December and January. View the campaign below:
