Three students studying Creative Industries at the University of Newcastle were the driving force behind the event. Amber Shipard, Danielle Marrett and Samuel Chant, along with local artist Kylie Moore, organised the event and picked the 2019 object.

"We worked in collaboration with Watt Space, it was a real team effort," Ms Shipard said.

"Our main goal for the 2019 competition was to change things up a little. Rather than giving the artists a concept or theme, we picked a physical object they could use."

Photographer and owner of Lovilee Photography, Lee Illfield, will be one of the 'Objectify' judges. She says an object rather than an idea is perfect for the Student Art Prize.

She spoke at Wednesday night's launch, asking all attendees to close their eyes and imagine a sunny holiday.

"You're sitting on a beach sipping a summer cocktail, but the drink itself isn't what we're interested in. The object for this year's competition is a cocktail umbrella!" Ms Illfield announced.

Some of those present has been tipped off by the fruity drinks on offer at the launch, which featured colourful umbrellas of their own.

"It's low risk and high reward, you can really let your imagination run wild. Plus, this competition accepts all mediums - still, moving, interactive. Whatever the artist desires!" she said.

Local typographer and director of Pocket Design Brett Piva will be assisting Ms Illfield in judging. An exhibition of all the artworks will open in September.

With over $4000 worth of prizes on offer, creative students are encouraged to enter the competition. The 'Objectify' entry fee is $20.