The Loeries aims to promote and support creativity by helping marketers, agencies and consumers appreciate the value of fresh thinking, innovative ideas and outstanding execution.

Loxyion Conexyion’s award nominations came as a result of its execution of the '#IAMNEXT' campaign, a platform for aspiring rappers to showcase their talent.

Lauren Kritzinger, portfolio marketing manager for Edward Snell: Russian Bear, says that the campaign concept was born out of Russian Bear’s aspiration to deliver real purpose and build a deeper, richer connection with consumers by helping them realise their dreams.  

"However, we knew that activating a Russian Bear mobile studio at 50 different locations nationally would be no mean feat, so it was an obvious choice to pull in Loxyion Conexyion as our partners to bring this campaign to life with their incredibly hands-on and effective solutions, and to ensure that a truly disruptive campaign focused on ROI was delivered," she adds.

Daniel Kahn, founder of Loxyion Conexyion, says, "There is so much talent in the country’s townships, they just don’t always have the money and equipment to get started. So, we built a first-of-its-kind mobile recording studio and drove it right into the heart of these townships, giving young MC’s a chance to record their very own demo track."

Loxyion Conexyion was named a finalist in the following Loerie Award Categories:
  • Integrated Campaign
  • Live Communications: Ambient
  • Out of Home: Transit and Air, and
  • Communication Design: Interior Design & Temporary Structure.
Graham Deneys, group strategy director for sub-Saharan Africa of global media agency Carat, says, "Loxyion Conexyion has a solid understanding of the subtle nuances within the South African consumer landscape and this, together with our M1 data, has been instrumental in bringing this incredible campaign to life."

"It has been a pleasure to work with the team. Their attention to detail and passion for their work has been incredible," he adds.

Gareth Cohen, creative director from the campaign’s lead agency, who worked with Loxyion Conexyion, says, "We often come up with crazy ideas but are not always the ones to execute them."

"This campaign was no different. To build the mobile recording studio from scratch was no small feat. To tour it around the country and hold activations in 50 different locations seemed almost impossible – but Dan and his team found a way.”

Kahn concludes, "The success of this campaign shows just how important it was for a specialist agency like ours to come on the scene and provide insights into the largely misunderstood, and constantly evolving, township market."

For more information, visit www.loxyion.co.za.