Facebook Challenge Award winners © biznizafrica.com

The award, which aims to celebrate the achievements of future creatives as they redefine creativity in the mobile era, was created in partnership with Facebook and The Nelson Mandela Foundation. The brief was to address gender inequality awareness through the development of a mobile video campaign and was won by Peni Buckton, Claudia Bester (both 3rd year students studying BA in Creative Brand Communication) and Lunje Jwambe (2nd year student studying Copy Writing diploma). The three students received a Bronze Loerie for their work, titled ‘Every Day Armour.’

The winning trio created an engaging piece of work, which is an ‘anti-harassment couture’ brand that seeks to make thought-provoking social commentary on the gender-based violence women face daily. These students felt that as women, they could all relate to the small things that women have to do consciously and sub-consciously to prepare themselves for any instance: be it taking a different route home, wearing oversized clothing to deter unwelcome advances or even go as far as taking martial arts/self-defence classes, simply because they are born female. The campaign aims to shed light on this unfortunate reality and make a small difference in society.

Thought-provoking and moving mobile video campaign

“The quality of work we saw coming from students was inspirational,” says Nunu Ntshingila, regional director Facebook, Africa. “There was much conceptual innovation, as well as fascinating approaches to the use of technology. Many congratulations from us at Facebook to the winners for not only embracing the challenge, but also creating a thought-provoking and moving mobile video campaign. We look forward to our ongoing work with advertising schools and universities, as we continue to support and invest in young and diverse creative talent.”

Commenting on their win, student Jwambe said, “It has been an honour to win a Loerie. We enjoyed the opportunity to think about mobile in a different and challenging way and, coupled with social consciousness, made it a fascinating experience. It has been good grounding for each of us and one that I am sure will stand us in good stead for our future careers.”

Charles Maggs, head of creative faculty AAA, Cape Town, added, “The project exposes students to the demands of the digital communication front line. They learn a huge amount as they work, and the thematic tie-in to social issues makes the process relevant to everyone on a personal level.”