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Humber hosts first Brand-a-thon
December 07, 2016
Over forty Humber students from a range of programs came together on November 19th at the G Building on Lakeshore campus for Humber’s first Brand-a-thon event. The event was organized through Project X with the support of Applied Research & Innovation and the School of Media Studies’ AdCentre, an on-campus advertising agency.
The theme of Humber’s first Brand-a-thon was ‘Hacking Wellbeing,’ the goal of which was to bring together students from all academic programs to consider how Humber can harness diversity to re-imagine health and wellness in the 21st century.
The first floor of the G building, home to Humber’s Centre for Entrepreneurship, was bustling by 9:00am with students who came together over breakfast for a briefing on the Project and the advertising aims of the Centre of Innovation in Health & Wellness. Students collaborated from different programs, including Advertising Account Management, Creative Advertising, Fitness Health and Promotion, Business, and Pharmacy. Working with students from diverse academic backgrounds provided participants with the opportunity to creatively address the problem through a variety of perspectives and methods.
Then, the magic happened. For the first half of the day, each of nine student teams set to the task of brainstorming, producing, and pitching a logo and a tagline. The audience voted on their favourite, which served as the base for the afternoon’s events. After lunch, students came back to a case-based portion of the Brand-a-thon. Assigned one of four community projects, the students were asked to come up with a marketing proposal for how to promote the assigned project. After another round of audience voting, winning teams received a total of over $2,500 in gift cards, and two lucky winners walked away with iPads.
Megan Diercks, a third-year Creative Advertising student, was excited to be part of the event. She said that participating in Project X: Hacking Wellbeing “allows students from different fields of study to experience a crash course look into what it takes to brand a corporation.” Part of the challenge and the opportunity of such events is that participants do not meet their group members until the day of the competition. However, this also allows for fresh approaches and ideation to take place.
“I have learned a whole new perspective on my industry thanks to participating in Humber’s Brand-a-thon,” said Diercks.
Matias Golob, Manager of the Centre of Innovation in Health & Wellness and Project X organizer, stated that 2017 will bring many more similar, exciting events for Humber’s students and the community at large.
The results of the Brand-a-thon will be unveiled at the North Campus LRC on Thursday, December 8th from 2:00-4:00PM.