The LuvisLove campaign was dream child of Johannesburg based T Shirt label Love Jozi. Since the conception of the Red Team Go project Jobusy, Love Jozi’s creator Bradley Kirshenbaum has been a proud member of The Red Team. He called on the help of fellow Red Team member and Jobusy partner Russell Grant in order to come up with a line in order to market his latest range of T Shirts.

This was however, a very special range of T Shirts. Kirshenbaum had gone where nobody had ever gone before. He had ripped off his own brand. Going into Johannesburg’s Chinatown, Kirshenbaum and his team set about making it seem like cheap knock offs where being made of his t shirts. Why? Well, only the most successful brands get knocked off right? As well as, here was a chance for the label to reach those that couldn’t afford the original’s retail price, and have the owning company reaping the benifits. Above is film was commissioned by international advertising magazine Contagious after the campaign was picked up by their radar and featured in their Most Contagious 2009 publication.

Below is the official film produced by Love Jozi that revealed the campaign to the media.