Xbox: Survival Billboard
We turned an outdoor media channel into an entertainment channel to launch the new Tomb Raider game, where Lara is a gritty survivalist, enduring the harshest of elements.
Eight gamers stood on the billboard (literally becoming the message) in a test of Lara Croft-like grit and inner strength. The last fan standing wins. The contestants faced blizzards, downpours, wind and heat, all controlled by the fickle public via a live stream.
Survival Billboard Case Film
The terms and conditions for the event were so terrifying we felt they deserved to be part of our recruitment campaign. We used the actual legal Ts & Cs written by lawyers. Surprisingly, many weren’t scared off, and we had a massive number of applicants to be on the billboard.
People live-streamed the event and participated by voting for the weather conditions at regular intervals.
