Turning Mastercard’s Table Mountain cableway sponsorship into something priceless.
FILM
SKYSTAGE
Brief
Because of a freeze on international tourist travel caused by the pandemic, Mastercard’s Table Mountain cable car branding was going unseen by its key audience - international tourists. We needed to find a way for Mastercard to retain the value of this sought-after OOH site.
Solution
We partnered with internationally-renown (and Glastonbury playing) musician Jeremy Loops and his team to create a new rendition of his hit song Down South.And then created what is arguably the first music video for an OOH site with the message to all international tourists that we were missing them ‘Down South’.
The video appeared on Mastercard’s global Priceless Cities platform as well as social media where its viewership continues to grow. With one priceless experience, we changed the viewership of one of Mastercard’s most valuable OOH sites from just South Africa to travel-hungry tourists in 53 countries around the word.
Case study film
The music video
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Agency: Mischief
Executive Creative Director: Mike Beukes
Account Management: Duncan Shelwell
Creatives: Mike Beukes | Simon Wall | Graeme Carr
Agency Art Director: Brinke Stemmet
Strategists: Simon Wall | Mike BeukesAgency Producer: Jess Skipper
Art Director/Stylist: Monique Du Toit | Kayley Meyer
Brand Representative: Kirsten Wood | Mandy Lindeque
Cinematography: Dirk Van Niekerk | Derek Holt | Wesley Green | Jonno Searle
Editing Company: Deliverance
Editor: Lucian Barnard
Film Production Company: Mischief
Post Production Facility: Deliverance | Comfort & Frame
Performance: Jeremy Loops | Sean Ou Tim | Devin Jones | Motheo Moleko
Sound design: Fabian Sing
Writer: Mike BeukesYear: 2021
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Loerie Awards (creative)
Media innovation - Single medium - Finalist
Out of home - Transit and air - Finalist