HOW IS
C R E AT I V I T Y
MEASURED?
W
alking through the corridors
of AAA filled me with hope…
Hope that the same would
happen to me. I’d get in there
and make history, digest all I
could, go out into the world and overwhelm my
employers with out-of-this world thinking.
This begs the question: how does one manage
to get it right? Is getting a test score of damn
near 100% the cosmic sign that we all seek?
Is it the odd, yet modest, positive commentary
you get from your lecturer as reassurance that,
yes, you’ve undoubtedly stepped into the right
industry? How is creativity measured?
Every year the Loerie Awards see a colourful
migration of creative people heading towards
the City of Cape Town. A sophisticatedly puttogether ceremony. One that tells stories of
beautiful work that sometimes changes the lives
of everyday people.
These awards honour the South African, and
African, creative industry with rewards in
categories ranging from communication design,
marketing leadership and innovation, radio
communication, media innovation all the way
to digital and interactive communication. The
Loeries also put the creative mavericks of the
future (students) at the centre of their award
system with categories for young, up and coming
creative minds.
This year, two AAA students fought their way
ahead of the line. Shana Siveright (Art Director)
and Melissa Fontini (Copywriter) managed to
scoop a Gold Loerie award in the Student Digital
and Interactive category for their work titled
“Recollection”- an online website for a hospice
store.
The online shop is a collaborative effort by
a number of charities who benefit from the
proceeds by putting hospice stores online.
Many of you may be wondering what the
future holds for these two right-brainers since
they’ve now V&