Converse wanted to bring ALL STAR creatives together to design and paint environmentally friendly murals across the globe that will in turn provide much needed oxygen to help clean the air.
To partner with their creative community to create Converse City Forests, a series of murals around the globe that use a photocatalytic paint that helps clean the air. This technology uses light energy to break down noxious air pollutants and convert them into harmless substances. Any surface coated with the Graphenstone bio paint becomes an active air-purifying surface that helps protect people from harmful gases.
Tractor was primarily involved in choosing the right location and billboard for the installation and providing safe access to wall for the artists. This involved driving a cherry picker (hydraulic boom lift) up Kloof Street everyday, ensuring that artists had the right safety equipment to use it and that the local businesses and restaurants were informed about the possible disruption.
Mischief Media, the activations division of Tractor Outdoor, was presented with an opportunity to leverage the existing Mastercard OOH partnership with the Table Mountain Aerial Cable Co (TMACC) and pitched the idea of a special performance experience for Priceless.com. The resulting video features Cape Town-based artist Loops performing a tailored version of his hit song “Down South” with never-before-seen perspectives of Table Mountain as the stage backdrop.
Mischief Media commissioned consulting executive creative director Mike Beukes and film director Rick Wall to develop and execute the video. Working closely with Loops and his team, they developed a new version of the song that is both intimate and powerful and paired this with the visuals of a solo journey to the top of Table Mountain on a perfect Cape Town summer day. The experience culminates with a bird’s eye view of Loops and his full band rocking out on a deserted Table Mountain summit at sunset.
The new priceless experience is available on the priceless.com platform Loops joins a host of other household and international names to curate bespoke experiences.
Both Table Mountain Aerial Cable Co (TMACC) and Cape Town Tourism were quick to spot the opportunity of creating an alluring viewing experience for a global audience and assisted Mischief Media in obtaining a rare approval from SANParks to film inside Table Mountain National Park using drones. Big Bird speciality camera team were brought onboard to provide world-class drone technology and a highly skilled and experienced crew. The resulting cinematography is compelling and gives perspectives of Table Mountain National Park and the Cableway that have not yet been seen.
Jaguar Land Rover launched the new Jaguar F Type Series and Range Rover Evoque Convertible through the use of a live graffiti clash wall campaign.
A week prior to the live graffiti skit the campaign was pushed on all social media platforms.
Fans were invited to join the campaign by either going to Nelson Mandela Square that weekend or to keep their eyes open for questions posted on the social media pages.
A massive structure was built and placed in Nelson Mandela Square.
Questions like – “what colour should the car be?” was posted on social media pages.
Fans sent in their answers and the answer with the most votes was incorporated into the artwork.
Throughout the day professional photos were posted so that fans could follow the campaign and at the end of each day a video summary was posted.
Live social media updates were posted on big digital screens next to the big structure so that passerby’s can see all the action.
Promoters were on site, casually telling people about the new cars, helping people to go onto the social media pages to join the campaign by sharing their selfies using the hashtags. The campaign was a massive success and the social media results were better than expected (results can be shared upon request). received by the communities.
Hansa Pilsener was first launched in South Africa in 1975, although the market was not fully convinced.
This broke away when Hansa re-launched their brand with a campaign that highlighted the benefits to drinking Pilsener as opposed to lager. Since then, Hansa has been seen as the upmarket beer that offered a refreshing alternative to other brands.
Mischief Media together with Lumo Media came up with a concept to show people how refreshingly different they can be if they drink Hansa.
The idea initially was to capture people’s attention, especially at night on popular Long Street in Cape Town.
The billboard would then light up at night, with the use of electroluminescence from top to bottom lighting up the entire street.
The billboard was located on Long Street, right in the middle of busy night clubs, pubs and bars which boasted consistent foot traffic especially at night.
At the time, this was the largest electroluminescent installation done in South Africa.
H&M approached Mischief Media looking for an innovative way to promote their new range of clothing by Kenzo.
The reason why they opted for this media solution as opposed to normal digital billboards is that there is minimal wastage when you place the screens in the heart of where your target market hangs out.
Towards the end of 2016 Mischief Media executed a very successful campaign for H&M where we built 2 digital LED walls and placed one in the trendy 12th Avenue in Parkhurst and the other screen in Kloof Street in Cape Town.
Both locations where window fronts of stores which Mischief Media secured especially for the campaign.
The screens played H&M’s new range of clothes by Kenzo that they were launching.
The window fronts were decorated with tropical plants to tie in with the summer collection.
The campaign was very successful and very well received by the communities.
Gumtree is an online classifieds and community website. Classified ads are either free or paid for depending on the product category and the geographical market
The main objective was to create awareness around the fact that you can buy and sell cars on the Gumtree platform.
The campaign ran for 6 weeks and every week two new cars were set on display inside the containers for people to view as they passed by.
An extra campaign addon was the competition element which allowed people to enter their name for it to appear on the digital screens based in Johannesburg as well as the information specs about the specific car.
The campaign was well received by the community and created attention towards the aimed target audience
Emirates is a fast-growing international airline with one of the youngest fleets in the sky. Launching with only two aircrafts on 25 October 1985, their motto was quality and not quantity. Today, Emirates has grown into a globally influential travel and tourism corporation.
Mischief Media utilised the expertise of an internationally renowned horticulturalist specialising in vertical gardens. He developed a system which Mischief used to incorporate any form of plant onto the side of a building. The system itself uses minimal water and recycles the majority of the water minimising waste
Both Mischief and Emirates received tremendous exposure for this project, with 106 811 retweets on Twitter and an approximate 25 million unique visitors to sites that blogged about this.
It also received great coverage in well-known websites and magazines such as inhabitat.com, Cape Town World Design Bid 2014, allafrica.com, Wall Street Journal, bizommunity.com, Living Green Magazine, newsinSA.com, visimag.co.za, Cool Green Magazine and shelterholic.com. Additional coverage included discussions on CapeTalk567, Sunday Times, The Taxi (Online Radio) and a television interview with Jeremy Maggs and SABC’s “Maggs on Media”.
Highlighting that Corona is a fun and exciting lifestyle brand and wanted to own the sky and seas.
They needed brand placement in areas that shows that life is more than the 9-5 grind, how #THISISLIVING is achieved.
The target audience consisted of lifestyle areas that attract younger crowds (male and female between the ages of 21 – 35) such as night club hangout spots, bar/restaurant areas, beaches etc.
Mainly based at and close to Camps Bay, Greenpoint, Seapoint and Cape Town CBD areas.
The campaign also focused on targeting tourists during the holiday period (November – December) to have an unforgettable experience.
Working closely with ABINBEV 8 x branded imported top end tandem gliders located at Lions Head and Signal Hill for the next 12 months, with a social media online leverage where all images and videos captured have at least 25% of the full Corona branding visible on the content.
Should the clients wish to have this, it gets loaded on and across all the main social media channels with the Corona hashtag handle of #ThisIsLiving to be shared online.
Total of 933 Flights were achieved – at an average of 18 mins a flight, a total of 16 794 minutes of flight time have been achieved over Nov & Dec. (Due to unfavorable weather conditions over Dec, fewer flights were achieved).
Highlighting that Corona is a fun and exciting lifestyle brand and wanted to own the sky and seas. They needed brand placement in areas that shows that life is more than the 9-5 grind, how #THISISLIVING is achieved.
In conjunction with the branded paragliders, Corona also wanted to target an audience that consisted of people who tend to spend quite some time outdoors, who love adventure and are active kite surfers.
They decided to take the opportunity and tie in their campaign with HI5 Kite Surfing Academy based in Blouberg. Branded Corona kite surfers were supplied to the academy and Mystic House (upmarket accommodation on Kite Beach and home to HI5 Kite Surfing Academy) for rental and provided mass exposure to all major kite surfing days in and around the world.
The campaign also tied in with social media, where all images and videos captured had at least 25% of the full Corona branding visible on the content. Should the clients wish to have this, it gets loaded on and across all the HI5 social media channels with the Corona hashtag handle of #ThisIsLiving to be shared online.
HI5 Kite Surfing Academy has successfully booked and run 416 courses x average 4 hours flight time per course = 1,664hrs of kites in the sky over December 2019 and January 2020 to date
Converse is a popular brand known for its colourful modern basketball apparel, spiraling into different designs and concepts since 1908.
In the beginning Converse decided to start a rubber shoe company, bypassing a rubber trust that prevented most companies from doing business directly with their retailers.
Today, they provide hip and funky shoe designs that fit to your personality and are sold worldwide.
Converse Africa implemented South Africa’s first live graffiti exhibition with creative suggestions being spurred on via the #clashwall #CT twitter hashtags.
The event, located at the famous yellow Clock Tower at the V&A Waterfront ran from the 28th February till the 3rd March 2014.
A local street artist was on hand bridging the gap between outdoor and social media by creating the concepts that were suggested by inspired twitter fans.
People were then encouraged to snap pictures and share them amongst social media platforms.
During the 4 days spent at the V&A Waterfront a total of 431 tweets and mentions were made via Twitter. The project was an immense success where many locals came out to see the concept as it came alive from a drab canvas to an inspiring piece of artwork.