Posts Tagged ‘Love Jozi’

Fake yourself

May 13, 2010

I’m a big fan of things South African, having been there last year, and just came across this cool story of how a cool T-shirt brand in Johannesburg Love Jovi secretly produced a counterfeit version Luv Jovi and sold it in markets, via street sellers and so on to gain access to the people who couldn’t afford designer prices and to create buzz around the original.  They made a fake website and made it look like the knockoffs were made in China when actually the marketing was shot in Jo’burg’s Chinatown. Nicely disruptive and a nice film telling the story.