THE University of Business and Technology (UBT) held its third graduate exhibition for Jeddah College of Advertising (JCA) titled “Forward” on Wednesday and Thursday at L’Evento Hall, Al Rawasi Hotel, in Jeddah.
Chair of Board of Trustees Dr. Abdullah Sadeq Dhahlan, who expressed his gratitude and appreciation for the efforts put into the success of the exhibition, inaugurated the event.
The event was open to the public and welcomed several influential figures from the advertising industry along with potential corporate investors, as well as friends and family of the graduate students. MBC group participated with a delegation to check the latest campaigns by graduates as well as checking out the prospects for future employment of students from this batch.
The event displayed the final projects of the top 46 students from a batch of 150 students, both male and female, who graduated from three different majors: Advertising Creative Design, Advertising Communication and Advertising Management. Most of the topics reflected recent societal and cultural changes such as cinema, music, and environmental issues and evolved around Vision 2030; other topics were campaigns for brands, ideas and Corporate Social Responsibility (CSR).
A prominent campaign such as “Shaware3na” was a CSR campaign that was adopted by “Theeb” car rental, which intends to promote the idea of women driving and educate them about potential street hazards. Another project titled “Jeddah 360” used advanced technology and Virtual Reality videos to help promote tourism in Jeddah.
Other prominent projects planned to improve society by building strategies and creating integrated marketing campaigns to effectively execute the idea. Projects such as “Tamkeen” and “Beyadak” aimed to expand job opportunities for Saudis in different areas of craft and labor work.
Another project titled “Wojood” targeted the field of education whose idea was to provide workshops that enable high school students to effectively choose their major in the future. In addition, the project titled “Behind the scenes of Haj” focused on those who work hard behind the scenes to ensure the success of the Haj pilgrimage every year.
During the event, there were a number of speakers who presented various topics such as “The Saudi cultural shift driven by technology and social media” presented by Sultan Ghaznawi, CEO of VIBES. In addition, members of the advertising industry spoke about topics related to advertising and careers within the field.
The Dean of the College of Advertising, Dr. Haneen Shoaib commented: “Such exhibitions support the growth and development of the creative field in Saudi Arabia through empowering youth and promoting their creative work.”