Afrisam ‘The Vluit Project’
Afrisam ‘The Vluit Project’ Case Study
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
Wood Pencil | Radio & Audio (Tactical)
Shortlist | Radio & Audio (Innovation)
Loerie Awards October 2024 – View Best of Digital & Digital Craft Showcase
Silver | Digital: Mobile Media
Loerie Awards October 2024 – View Best of Radio & Radio Craft Showcase
Bronze | Radio & Audio: Branded Content Radio & Audio
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.
CREDITS
Client/Brand: Afrisam
CMO or Marketing Director: Ebeth Van Den Berg
Agency: (Not an IDIDTHAT Member)
Chief Creative Officer: Marc Watson
Executive Creative Director: Nic Kostouros
Creative Director: Nic Kostouros, Myles McDonald, Estian Fourie
Agency Art Director: Che Newman, Siyabonga Jiyana, Sukesh Moodaley
Agency Producer: Netania Frey
Account Management: Rozanne du Toit
Strategist: Nonkululeko Mabena, Teylin Pillay
Writer: Obakeng Rapoo, Musa Nhlapo
Animation Company: (Not an IDIDTHAT Member)
Animator: Stephen Galloway
Recording Studio: (Not an IDIDTHAT Member)
Sound Designer: Myles McDonald
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
