Xbox - "Survival Billboard"

McCann London

McCann London London, Großbritannien

Awards

17820

Marke: Xbox
Länder: Großbritannien

Werbende: Microsoft

Titel	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.
Agentur	McCann London
Kampagne	Survival of the Grittiest
Werbende	Microsoft
Marke	Xbox
Datum der ersten Ausstrahlung/Veröffentlichung	2015 / 11
Geschäftsbereich	Videospielekonsolen
Story	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.
Problem	Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever.
Medientyp	Plakat
Länge	111 seconds
Agency Production	Craft
Executive Creative Director	Rob Doubal
Executive Creative Director	Laurence Thompson
Creative Director	Jamie Mietz
Art Director	Jamie Mietz
Creative Director	Sanjiv Mistry
Texter	Sanjiv Mistry
Creative Teammitglied	Jacob Bjordal
Art Director	Jacob Bjordal
Creative Teammitglied	Jim Nilsson
Texter	Jim Nilsson
Agency Producer	Lois Newcombe
Produktionsfirma	Momentum Worldwide
Produktionsfirma	MRM
Anzeigenmarketing	Edelman