AfriSam ‘The Vluit Project’

AfriSam ‘The Vluit Project’ – Stop

AfriSam ‘The Vluit Project’ – Proceed

AfriSam ‘The Vluit Project’ – Danger

AfriSam ‘The Vluit Project’ – Injury

AfriSam ‘The Vluit Project’ – Break

AfriSam ‘The Vluit Project’ – Repeat

AfriSam ‘The Vluit Project’ – Praise

AWARDED
D&AD 2024 – View showcase

ABOUT THE WORK
As South Africa’s leading cement brand, how does AfriSam help 2.9 million Foreign National builders who still only speak their native language, overcome complex communication barriers on work sites that are ultimately making them unhireable? The Vluit Project is an initiative that uses the cultural phenomenon of how the human whistle is used within local black communities as an undocumented way to communicate (known as ‘Vluit’), to create a new linguistic system for labour sites that uses new unique whistles for specific actions. Overcoming language barriers through the use of simple sounds.

IDIDTHAT MEMBER CREDITS
Advertising Agency: (No Member Credits)
Design Agency: (No Member Credits)
Production Company: (No Member Credits)
Animator: (No Member Credits)
Audio Creative Director: (No Member Credits)
Audio Engineer: (No Member Credits)