What’s not to Love about Jozi?
BIG Major Big ups to the positive and groundbreaking project from our family at Love Jozi for their multi-cultural campaign launching their next range of t-shirts entitled “The Xenocentric Range”. Love Jozi tackles the tough Xenophobia issue from a positive, creative and urban angle, capturing the images of 13 so-called ‘foreigners’ who Love living and working in Jozi and asking them to sum up their love for the city. Thinking about leaving Jozi? Read about the campaign below and make sure to get to the the Love Jozi exhibit taking place throughout August, (you can also click on the pics below to see them close up). Oh, and don’t forget to wear your Xenocentric t-shirt proudly and support our city and ALL it’s beautiful people. If you have doubts in Jozi, try again. Represent!
Love Jozi: The Xenocentric Range is on exhibit at TBWA\Hunt\Lascaris from Friday 1 August until Friday 29 August.
TBWA\Hunt\Lascaris 51 Wierda Road West Wierda Valley Sandton Tel: +27 11 3223100
Why Johannesburg? Why would you rather live here than in your own home city? What’s so interesting about this place?
These were some of the questions that Love Jozi asked their models before they posed for the camera showing off the brand’s 9th range of t-shirts. Responses ranged from “strangers say hi here” to “it’s both dark and light at the same time”, “it makes me feel alive every single day” to “it’s my classroom”.
The prerequisites for modeling for The Xenocentric Range were simple: you must have moved to Johannesburg as an adult out of a personal choice (and definitely look hot in a t-shirt).
Exploring the reasons for foreigners’ preferences for our ideas, our stuff, our styles and our headspaces was both enlightening and reassuring.
