While the world was stuck indoors during the height of COVID-19 lockdown, Vega School wanted to share a message of hope and unity. Our challenge was to create an engaging online campaign within the framework of Vega’s brand purpose during this tricky time.
Vega believes that brands and business can change the world and that it is effectively training the most powerful generation this country has ever seen. Now, more than ever, this upcoming generation is searching for something to believe in. Based on this thinking, we created the platform “Be The Greatest Generation”: a rally cry calling for people of all ages to step up and play their part in shaping the future we want to live in.
This message was realised through the creation of an online video, with all content generated with the help of Vega students, lecturers, and alumni who filmed themselves remotely staring out of their windows; symbols of reflection and imagining better. This was complemented by a social media campaign element promoting Vega’s purpose-driven specialisations. The campaign speaks to the values that are core to Vega and which it imbues in its students, who will undoubtedly become the next greatest assets in the boardroom.