With nine conversions from its shortlisted entries, 2025 aims to mark one of Machine_'s strongest Pendoring results to date and aims to reinforce it's position as an agency that can make global brands locally relevant, and committed to championing South Africa's creative identity, says the agency.
The winning campaign aimed to be a love letter to Zulu music and culture, and an open invitation for all listeners — regardless of cultural background — to celebrate the various music genres influenced by Zulu music. Zulu people form South Africa's largest demographic and language group, with a musical heritage that spans Maskandi, Gospel, Gqom, Hip Hop and Afro-pop, adds the agency.
Yet, despite Spotify's national growth, adoption in KwaZulu-Natal lagged behind. 'Khuphuka Nathi' aimed to bridge that gap by inviting Zulu listeners — and those who love Zulu genres everywhere — to discover themselves within Spotify's catalogue. The work aims to stand as proof that locally rooted stories, when told with world-class craft, resonate universally, says the agency.
The campaign took home wins in the following categories:
Craft Gold
- Film Crafts — Direction.
- Film Crafts — Cinematography.
- Film Crafts — Editing.
- Film Crafts — Original Music a Sound Design.
- Film Crafts — Performance.
Silver
- Online Film Commercials.
- Outdoor Media.
Craft
- Film Crafts — Writing.
- Radio and Audio Crafts — Performance.
"These wins aren't just trophies — they're a celebration of culture, language and identity. 'Khuphuka Nathi' proves that when we honour local stories with world-class craft, the work becomes globally resonant. Pendoring recognises the best of South African creativity, and we're proud that our work stands shoulder-to-shoulder with the continent's finest," says Jabulani Sigege, Group Executive Creative Director at Machine_.
"We wanted to create a piece that doesn't just portray Zulu culture, but pulses with it," says Sam Coleman, Film Director at Patriot. "Winning across so many craft categories affirms what we felt while making it — the rhythm, the emotion, the storytelling — it's universal in feeling, but proudly South African in soul."
"Our vision is to elevate African creators and amplify the richness of local genres. 'Khuphuka Nathi' embodies that commitment. Seeing it win across OOH, Radio, Film and Craft categories is not only a win for us and Machine — it's a win for Zulu culture and South African music. It proves that when we tell our stories boldly, the world listens," says Sithabile Kachisa, Head of Marketing at Spotify Africa.
Machine_'s Pendoring success aims to reinforce the agency's belief that creativity, rooted in local truths, is the most powerful way for brands to show up with relevance and resonance, concludes the agency.
For more information, visit www.thisismachine.co.za. You can also follow Machine_ on Facebook, LinkedIn, or on Instagram.
*Image courtesy of contributor