Avatar, South Africa’s largest independent creative agency today launches its groundbreaking initiative, the Avatar Creative Foundry (ACF), set to revolutionise the landscape for young creatives across the spectrum of artistic expression.
Mzamo Xala, group CEO says, “At Avatar, we believe in imagining growth together – be it with our clients, partners, our staff and the industry as a whole. With Avatar Creative Foundry, we aim to provide opportunities, support, and commercialisation avenues for emerging talents, contributing to the ever-evolving landscape of the creative industry.”
Avatar Creative Foundry is not just another program; it is a promise to young creatives who dream of making their mark in the world. Whether you’re an artist, musician, filmmaker, designer, or marketing enthusiast, ACF offers an unparalleled opportunity to explore, learn, and ultimately transform your creative passion into a flourishing career.
To jumpstart the initiative, Avatar has partnered with Red & Yellow Creative School of Business and Retailability, the retail group that owns iconic brand, Edgars.
The partnership will see the designs of six budding creatives from R&Y featured in the coffee cup sleeves to be served by Avatar at the 2023 Nedbank IMC Conference. Attendees of the conference will get a chance to vote for their favourite design. The winning design will then be transformed into commercial reality.
“At this year’s conference, we are unveiling Avatar’s new brand identity which marks our next decade in the industry. In addition, we are excited to activate our initiative, Avatar Creative Foundry, which is about providing access to the industry for entrepreneurial young creatives,” enthuses Xala.
What’s Brewing at the IMC?
When delegates convene at the conference on 15 September, they’ll discover that two beautifully branded Avatar coffee stands are more than just coffee dispensers – they are the embodiment of growth in a cup.
“In partnership with the esteemed Red & Yellow Creative School of Business, we entrusted their students with a unique challenge: to design coffee cup sleeves that encapsulated the essence of Liberating African creativity for the world.”
After meticulous selection, six designs emerged victorious, gracing the delegates’ coffee cups. Each design boasts a QR code that, when scanned, leads to a splash page where attendees can explore all six coffee sleeve designs, watch a brief clip featuring the student creator, and cast their vote for their favourite design.
The winning design will enjoy:
- A generous R40,000 Bursary-Boost from Avatar
- The winning design will be reproduced and transformed into a commercial reality
- The victorious student will secure an internship opportunity with the Avatar Group, potentially leading to full-time employment.
“We IMC invite event participants to remember that they’re not just sipping coffee, they’re enabling growth itself,” says Xala. “The Avatar Creative Foundry is more than just a visionary concept – it is a tangible manifestation of our commitment to “Imagining Growth Together” by enabling access and opening the industry.”
