Loxion Kulca

Synopsis

Background
If you were a 80’s to early 90’s kid from ekasi, then I’m sure you would know (and most probably worn) clothing items from Loxion Kulca.

 

For those of you that don’t know, Loxion Kulca is a clothing brand that started off from a boot of the founder’s car selling caps and grew into a clothing brand that represented the diversity and style of South African townships. Its fame, unfortunately, fizzled out in the mid- to late ’00s. 

Brief
Relaunch the iconic clothing brand with a 360 campaign that will revive the brand and its clientele. 

Insight
People would like their outfits to express their individualism in the most comfortable manner.

Big Idea
Make people feel comfortable being themselves


How?

By letting the brand, Loxion Kulca, be an extension of themselves and their style. 

Pay-Off Line
“Be You. Be Loxion Kulca.”

Deliverables

Radio Ad No 1

Client: Loxion Kulca

Element: Radio

Type: Conceptual

Length: 30”

Writer: Tshepo Molefe

Title: Be...Loxion Kulca

 

(imagine hearing each line of this script coming from different angles. Imagine 3D sound)

MVO1: You fat ass mutha…

FVO1: (chuckles) who told you, you could sing...

FVO2: Ohhh… you think you better than me…

MVO2: But you only started doing this now, are you sure that you’re ready...

FVO3: How will this thing you are doing, pay your bills...

MVO3: Ohhh, honey... Keep dreaming...

MVO4: Be safe.

            Be compliant.

            Stay miserable.

            Be employable

            Be employable

            Be… employable

            Stay normal.

            Stay...Normal.

            Break the norm.

            Break the rules.

            Redefine your norm.

            Be anarchic.

            Be a rebel

            Be bold

            Be hungry for success

            Be your own measurement of success

Everyone: Be you. Be Loxion Kulca

Radio  Ad No 2
Radio Ad No 2

Client: Loxion Kulca

Element: Radio

Type: Conceptual

Length: 60”

Writer: Tshepo Molefe

Title: Be...Loxion Kulca

 

MVO1: Be broke

           Always worry about your next paycheck

           Be a hand-to-mouth typa person

           Always long for change

           Be miserable

           Be compliant

           Be the boss’s doormat

           Be everyone’s expectation of you

           Be employable

FVO1: Be normal

MVO1: Be employable

FVO1: Be normal

MVO1: Be employable

FVO1: Be normal

MVO1: Be employable

FVO1: Break the norm

           Be your own measurement of success

           Be a rebel

           Be revolutionary

           Be a visionary

           Be the exception

           Be bold

           Be everything they wish to be

           Be free

           Be you

           Be…

FVO1 and MVO1: Loxion Kulca

TV Ad
Social Media Banner

PS: Have the jacket in mind when reading the description of the social media banner

Client: Loxion Kulca
Element: Social Media Banner
Type: Conceptual
Length: 7”
Writer: Tshepo Molefe
Title: Be part of history

  1. Background is white

  2. Baby is wearing a baby version of the jacket you are seeing now

  3. Baby is crawling from the left end of the banner, trying to reach the other end of the banner

  4. As the baby is crawling, he is growing into a toddler wearing the same jacket, but with a different, toddler-like outfit.

  5. Toddler moves from crawling to walking

  6. Toddler grows into a primary school kid, wearing the same jacket, but with a pantsula outfit.

  7. PS: As the kid is walking, a trail of copy is left behind the walking kid

  8. As the kid walks, he grows into a teenager with the same jacket, but now wearing tight jeans and Cavela shoes

  9. As the kid dancing across the screen, he grows into a varsity kid, with the same jacket, but now wearing baggy pants and Timberland boots. He has a “nigga” step

  10. Kid gets to the end, drops the jacket and takes the blazer. 

  11. As he wears the blazer, his outfit changes to a formal wear

  12. Kid walks off the banner

  13. The trail of copy that was left behind reads 

  14. “Be timeless. Be part of history. Be Loxion Kulca”