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Design
Experiential Marketing

Silver Winner

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard"

Corporate Name of Client: Microsoft

Head of Advertising, Xbox EMEA: Michael Flatt

Agency Senior Account Executive: Sailesh Jani

Agency Account Executive: Charlotte Walters

Agency Account Director: AJ Coyne

Agency Account Manager: Charlotte Habin

Agency Planner: Thomas Keane

Media Companies: EMT/Dentsu Aegis, London

Agency: McCann London, London

Chief Creative Officers: Rob Doubal/Laurence Thomson

Creative Directors: Sanjiv Mistry/Jamie Mietz

Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness

Art Directors: Jacob Björdal/Jamie Mietz

Executive Agency Producer: Tom McLoughlin

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Integrated Creative Director: Chad Warner

Design Director: Michael Thomason

Designers: Ellis Faint/Liam White/Muhammad Qasim

Production Companies: Momentum Worldwide/Hothouse/Attention Seekers, London

Digital Production Company: MRM, London

Graphic Designers: Colin Lee/Danny Elliot

Editing Facility: CRAFT Worldwide

Editors: Andy Tusabe/Paul Jenkinson

Sound Engineers: Tim Sutton/Chris Gilbert


Description of the Project:
Challenge:
Big games, like big movies, launch with billboards. Yet most are just glanced at. How could Xbox get gamers to engage with the launch of the gritty new Tomb Raider?

Solution:
Turn an advertising channel into an entertainment channel. Survival Billboard was a billboard on which eight real-life gamers formed the backdrop for the typography and stood in a test of Lara Croft-like endurance and inner strength, to win a trip inspired by the game. They faced blizzards, downpours, wind and heat – all controlled by the public via a live stream.  It was, in a single, constantly moving image, a visual and visceral demonstration of the grittiness of the new Tomb Raider game.

Viewers gave up sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reinvented as a gripping reality show.


Results:
8 minutes average dwell time (compared to 8 seconds for a regular billboard)
£3.8 million in earned media 
11000 viewers for 22 hours straight
3.5 million views and 32000 comments in 22 hours