• UBD Bags Silver for 'Best International Print Advertisement' at 12th QS-APPLE Creative Awards
UBD Bags Silver for 'Best International Print Advertisement' at 12th QS-APPLE Creative Awards

The glass has clearly toppled and its contents completely spilled on the blank canvas but the deft hands of the artist proves that adversity cannot hold back one's creative journey. This is what one can understand from UBD's winning entry for the Creative Awards in conjunction with the 12th QS Asia-Pacific Professional Leaders in Education (APPLE) conference and exhibition.

"With imagination and creativity, all hurdles can be overcome," Nina Zainal, who headed the creative design, explained. "The spill represents unpleasant, perhaps surprising, challenges that people may experience in life. The boats drawn symbolise the journey, exploration and vehicles of motivation and self-discovery."

The Art & Creative Technology (ACT) major further explained that the winning entry was basically a representation of the actual process in making the poster. "Coming up with initial ideas is always going to be a challenge. Visualising it as an art form was even more challenging," she said. "After that, it was smooth sailing all the way through just like the boats in the poster.”

According to Dr Chris WH Woo, Director of Office of Promotion and Events Management (OPEM), the entry was a product of an advertising assessment from a breadth module Nina read, Communication in Advertising.  "Each advertising project that the students do is linked to a real-life client’s brief, the University Liaison Office," he explained.  "Which means that it isn’t just an assignment marked by myself, the lecturer. If their work does not meet professional standards, and if the client rejects their work, then the student project fails. Conversely, if the client uses the students work, then they pass with distinction."

The University Liaison Office regularly accepts and uses student work for its corporate communications materials, through advertisements, announcements, and banners among others. The winning advertisement was featured in the April-June 2016 edition of Discover UBD.

Dr Woo added, “I am very proud of my student’s achievements and her work is testimony to the professionalism of our courses. We can proudly agree that Brunei’s talent has made a significant footprint on the global shores of creativity.”

Also basking in the announcement of the win were proud teammates Irene Cherina Anak Saying, Nurhazirahyati Minor, Abdul Khaliq Abdul Razak, Mohamad Amirul Asrif Hj Ismail and Alya Nurfarzana Raup as team leader. With the amount of time and effort to visualise a cognitive idea into a digital art form, conduct research and hours on painting and digital rendering, they were sure it was the one. "We're glad that it got the recognition it deserves."

The win goes to show that while there is much to gain from lectures and tutorials, there is a greater wealth of knowledge that can be gained from diving head-first into projects, obtaining invaluable real-life experiences that will be of good use in the future.

Receiving the award on behalf of UBD at the 12th QS APPLE welcoming dinner on 22 November was Datin Dr Hjh Anita Binurul Zahrina Pehin Orang Kaya Laila Wijaya Dato Seri Setia Hj Awang Abdul Aziz, Vice Chancellor and President.

The QS-APPLE Creative Awards recognises the importance of creative and compelling designs in effective communications and brand building. Judges look for imaginative entries that are unique and captures readers' attention while providing an aesthetic experience that communicates its message clearly. In the Best International Print Advertisement category, judges also look for the essence of concept with high quality, appropriate and relevant visual design.

Other categories in the Creative Awards include "Most Creative Corporate Institution Video", "Best International Student Recruitment Brochure", "Best International Website Page" and "Best Exhibition Booth Design".

QS-APPLE is the prime conference and exhibition for international educators in Asia, Europe, America and Australasia. Hosted in different locations, Universiti Malaysia Perlis (UniMAP) co-hosted this year's in Putrajaya International Convention Centre (PICC), Putrajaya, Malaysia from 22 to 24 November. A major higher education conference and exhibition that improves international recognition of universities in the Asia-Pacific, the QS-APPLE reinforces its mission of building world-class universities for regional communities through global partnership and collaboration.

UBD’s GenNEXT programme require students to read modules in order to provide general education and have knowledge beyond the specialisation of their major. The curriculum is designed to enhance students’ knowledge and competency, providing them with flexibility in choice of careers. With an emphasis on experiential learning, students are also encouraged to seek out connections to the real world through Discovery Year, enriching their learning and enhancing their drive and commitment.

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