Vega School of Brand Leadership South Africa
While working as a digital marketing & copywriting lecturer at Vega School of Brand Leadership South Africa, I collaborated with & creative directed students to develop industry-ready mock advertising campaigns for international brands. Some of the projects are included below:
A campaign that was a Loerie entry for Red Bull:
This was completed with Laeeqah Cassim (copywriter) & Emmanuel Oscar Meyer (digital designer)
For over 75 years, public advocacy for Palestine has faced severe challenges, with many voices being silenced and disregarded.
The Six-Day War took place in 1967, all public displays of the Palestinian flag and its colours were banned. From that moment the watermelon became a subtle emblem of resistance. Even the simple act of holding a slice turned into a statement of protest, giving rise to the Watermelon Resistance.
Red Bull, a globally popular energy drink brand, ceased its distribution in Israel in 2015. The brand serves as an ideal catalyst to unite a global audience and advocate for a Free Palestine, not only because of their watermelon-flavoured drink but also as they represent achieving the impossible and breaking boundaries without limitations.
Thus, the concept "Red Bull Gives Palestine Wings" aims to break the silenced boundaries by promoting change through amplifying the Watermelon Resistance on social media, specifically Instagram. Where educational Instagram carousels were created to disrupt the current watered-down representations of the cause, particularly by news organisations, and prompt user-generated content that acts as a form of impactful advocacy. Additionally, we will promote the whole month of October as the Month of Resistance, where the only flavour available to purchase will be watermelon.
Lastly, an Instagram Reel was created to educate users about the historical background of the Palestinian genocide and showcase users joining the resistance by posting pictures with Red Bull Watermelon and using hashtags and tagging Red Bull to amplify the campaign’s impact. We aim to flood the tagged photos of Red Bull with user-created photos, symbolising that together, we demonstrate power in numbers.
By increasing visibility and uniting global support, Red Bull aims to empower passive resistance against these cruel injustices, proving that in numbers, we can strive to achieve the impossible for a Free Palestine.
This was a campaign for The Disability Project & was a Creative Conscience entry which was shortlisted:
The students involved were
Kundai-Karl Mpame (Copywriter)
Leah Hepple (Digital Designer)
Cailtin Golden (Digital Designer)
Daniela Wencke (Graphic Designer)
The Disability Project - Case Study Video
Campaign description:
This campaign highlights and bridges the gap in education on neurodiversity within underprivileged areas while ending the stigma associated with ASD, ADHD, and other conditions. It aims to provide these neurodiverse children with the same opportunity to fulfil their educational potential. This is done by providing resources to educate and assist teachers and caregivers. This includes downloadable and printable posters, infographics as well as pins and labels to be used in the classroom. Additionally, teachers' lesson plans with educational material and a website with access to more resources.
Objective:
Providing neurodiverse children in underprivileged areas the same opportunity to fulfil their educational potential.
Insight
Parents and caregivers feel powerless and frustrated with the system, they feel this way because the situation seems unchangeable and out of their control.
Teachers feel burnt out and fearful, because many are not trained to deal with neurodiverse children.
Concept and solution
The concept, DeBunked, breaks down the myths and misconceptions around neurodiversity to celebrate differences. The solution is about creating resources to educate and assist caregivers and teachers on the topic of neurodiversity.
Everything from a website with resources to printable educational posters, pins and labels for children, and teaching materials.