The One Academy students were visited by Moving Walls, a media solution company, to announce the highly anticipated, most exciting interactive challenge called the ‘Love Generator Challenge’. Present was Malaysia Deputy Minister of Education, P. Kalamanathan, who officiated the event, as well as Sasi the Don and Sita Subramony, two of the ‘Love Gurus’ (mentors) of the challenge.

Revolving around the theme ‘LOVE’, the competition is an interactive media challenge that requires college & university students to create an emotional connection between the consumer and the brand, by creating an interactive digital content. 

Their work will be displayed on Moving Walls’ largest LED Digital screens in Bukit Bintang, Kuala Lumpur. Moving Walls deliver moving experiences, by owning and operating LED digital screens in Kuala Lumpur, specializing in interactive digital campaigns and harnessing the power of mobile devices and the internet.  It enables consumers on the street to directly interact with the brand campaigns on the LED screens.

Opening this challenge to The One Academy and its creative students, they are required to undergo the content and development process while mentored by ‘Love Gurus’, who are experienced industry veterans that will guide the team of students throughout the entire challenge.

During the launching of this challenge, Deputy Minister of Education P. Kalamanathan gave an empowering speech to encourage students on moving forward in the creative industry. He said “Education nowadays emphasizes heavily on cultivation on creativity techniques, and The One Academy champions on acquiring it which is good for our students’ future.” 

Kalamanathan also elaborated on how the younger generation, the future of the industry should understand cultural traditions and differences as it would help enhance their creativity because artworks with strong cultural relevance relates to the audience better. 

“Ten or twenty years ago, parents were less likely to encourage children to venture into art and design. But today, parents are open to children aspiring for careers in the creative field. With that the future generation should master the knowledge during the college while they can!” added Kalamanathan.

Mentors like music celebrity Sasi the Don who is also an advertising consultant, and Sita Subramony, Managing partner of Switch Up, both equally inspired the students with their speech about pursuing dreams, being good story tellers and upholding our life values while highlighting our unique strength which reflects in our work or career success.

The Love Generator Challenge gives The One Academy students a chance to create like a young professional, taking on the creative role and as content provider to leading brands through digital, social and mobile content.