The Client
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.
The Campaign
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.
The Result
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.
