DESIGN
CULTURE (2025)
The Vluit Project - AfriSam
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Silver
| Title: | The Vluit Project |
|---|---|
| Brand: | AfriSam |
| Product: | Concrete & Cement |
| Agency Name or Internal: | Promise |
| Production Company: | The Kinetic, Hey Papa Legend |
| Brand Representative/Marketing Director: | Ebeth Van Den Berg |
| Agency: | Promise |
| CCO: | Marc Watson |
| ECD: | Nic Kostouros |
| Copywriter: | Obakeng Rapoo, Musa Nhlapo |
| Creative Director: | - |
| Art Director: | Che Newman, Siyabonga Jiyana, Sukesh Moodaley |
| Strategist: | Nonkululeko Mabena |
| Producer: | Gillian Pearce, Jano Booysen |
| Business Unit Director: | Rozanne du Toit |
| Production House: | The Kinetic |
| Recording Studio: | Hey Papa Legend |
| Media Agency Partner: | Teylin Pillay |
| Executive Summary: | Foreign Nationals make up 21% of South Africa's blue-collar workforce, having left their home countries in search of a better life. But many only speak their native language, creating complex communication barriers on work sites where teamwork, safety and clear understanding are a necessity. Making 2.9 million minority language speaking labourers almost unhireable. Just because of the language they speak. We adopted the unique cultural phenomenon of the Vluit. By mapping out daily labour tasks, we created and assigned unique Vluits, each sounding like their assigned action, forming a new linguistic system to be used on labour sites in place of the spoken word. |
| Additional Credits: | Stephen Galloway - Animator |
| Additional Credits: | Myles McDonald - Sound Designer |
| Additional Credits: | Estian Fourie - Animation Director |
