Titulo | Survival Billboard |
Brief | To mark the launch of the new Tomb Raider video game, eight contestants took part in a 24-hour endurance test on a “live” billboard. The public followed the competition in real time and suggested challenges. The competitors (selected from thousands who applied online) were subjected to snow, freezing rain and intense heat. The event became a phenomenon as news channels picked up on it and viewers voted for their favourites. The survivor won an adventurous Tomb Raider themed trip. |
Agência | McCann London |
Campanha | Survival of the Grittiest |
Anunciante | Microsoft |
Marca | Xbox |
Data da primeira Transmissão/Publicação | 2015 / 11 |
Sector Empresarial | Consolas de videojogos |
História | Last week Xbox made a stir with branded entertainment project ‘Survival of the Grittiest’, a 24-hour endurance challenge promoting ‘Rise of the Tomb Raider’. Craft London, in a collaboration with m:united/McCann London, strapped eight Lara Croft fans to a billboard in Southwark, pitting them against extreme weather conditions controlled by the voting public. After a gruelling 20.75 hours, one contestant was crowned victorious. |
Problema | Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever. |
Tipo de Mídia | Cartaz |
Comprimento | |
Agency Production | Craft |
Director executivo criativo | Rob Doubal |
Director executivo criativo | Laurence Thompson |
Director criativo | Jamie Mietz |
Director de arte | Jamie Mietz |
Director criativo | Sanjiv Mistry |
Redator | Sanjiv Mistry |
Equipa criativa | Jacob Bjordal |
Director de arte | Jacob Bjordal |
Equipa criativa | Jim Nilsson |
Redator | Jim Nilsson |
Produtor da agência | Lois Newcombe |
Produtora | Momentum Worldwide |
Produtora | MRM |
Media Rep. | Edelman |