The usually quiet campus was filled with excitement before and after the ceremony started.
Mary Saul from Mohlakeng in the Westrand could not hold back her tears as she witnessed her son' creative work, “I am very proud of what my son has achieved today. I am so excited he is the first person in our family to graduate, he has made us all proud,” she said.
According to Steven Saul, he finished his matric in 2005 but couldn't continue with his studies as his parents didn't have money for him to complete his education. “I have always been drawing – I love drawing. Last year in November I was a part of a local cultural festival in Mohlakeng; that's where we got the applications form for the Imagination Lab programme. I was shortlisted and called for interviews and tests, then in March I got a call that I was accepted into the Sandton programme.”
One of the key speakers at the ceremony was Modise Makhene, the group CEO at JWT, who thanked everyone who was involved in making the programme a success. “I would like to say this to the students: tomorrow there will be advertising, brands and communications yet it is not predictable. Social media is challenging the traditional methods of advertising, especially the creative aspect things. I would like to say this to you: seize the opportunities that the institution has given you by making sure that you remain relevant even when Facebook, MXit and many more others have taken over.”
Gordon Cook, national school navigator of Vega the Brand Communications School, said: “It is an honour for me to see such authentic enthusiasm and joy. We have given the youngsters an opportunity to formalise their talent and a chance to explore and be creative and experiment.”
Cook said also said that they are looking at expanding the existing labs, with the main focus of having major city labs in collaboration with big brands in all the major cities.
Imagination Lab was established in 2003 with the aim of fast-tracking transformation within the advertising industry. Students are given insight into advertising, brand communications, design and digital, research and presentation skills, as well as how to explore the process behind creative disciplines.
