Loxion Kulca Film ROOTS by J. Walter Thompson Johannesburg

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Industry Clothing
Media Film
Market South Africa
Agency J. Walter Thompson Johannesburg
Director Oscar Strauss - Picture Tree
Creative Director Ben Du Plessis
Art Director Sarel Dalport
Copywriter Freedom Masiba
Producer Gary King
Account Supervisor Diane Fraser
Editor Jackie Hindle-Nel
Production Picture Tree
Released October 2010

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: LOXION KULCA
Product/Service: CLOTHING BRAND
Production Company: PICTURE TREE, Johannesburg, SOUTH AFRICA
Date of First Appearance: Oct 1 2010
Chief Creative Officer: Ben Du Plessis
Executive Creative Director: Ben Du Plessis
Creative Director: Ben Du Plessis
Copywriter: Freedom Masiba
Art Director: Sarel Dalport
Agency Producer: Maggie Post/Lungile Maseko
Account Supervisor: Diane Fraser
Advertiser's Supervisor: Gideon Abrahams
Producer: Gary King
Director: Oscar Strauss
Editor: Jackie Hindle-Nel
Sound Design/Arrangement: Freq'ncy Audio
Post Production: Orchestra Blue Post Production
Account Manager: Annie Lazarevski
Planner: Clive Evans/Harsha Prag
Cinematographer: Willie Nel
Director Of Photography: Willie Nel
Editing Company: Orchestra Blue Post Prouction

English Description
"Loxion Kulca" is South African township slang for the words "Location Culture".

The brand was born in a shack during apartheid years in South Africa and quickly became an underground symbol for black pride during the "struggle". This is the first ever TV commercial done for the brand.

As memories of the struggle fade, and with them the values of "ubuntu: one for all and all for one", we want to remind people of the role that Loxion Kulca played in the liberation of our country.