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Non-Traditional
Experiential
Silver Winner
Xbox / Tomb Raider
- "Survival Billboard"
Corporate Name of Client: Microsoft
Xbox EMEA Head of Advertising: Michael Flatt
Media Companies: EMT/Dentsu Aegis, London
PR / Marketing Company: Edelman, London
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
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
Head of Production: Sergio Lopez
Executive Agency Producer: Tom McLoughlin
Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright
Integrated Creative Director: Chad Warner
Design Director: Michael Thomason
Design Studio: Ellis Faint/Liam White/Muhammad Qasim
Graphic Designers: Colin Lee/Danny Elliot
Production Companies: Momentum Worldwide, London/Hothouse, London/Attention Seekers, London
Digital Production Company: MRM, London
Editing Facility: CRAFT Worldwide
Editors: Andy Tusabe/Paul Jenkinson
Sound Engineer: Tim Sutton/Chris Gilbert
Description of the Project:
Challenge: Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever. Solution: Xbox turned an advertising channel into an entertainment channel. Survival Billboard was a billboard in London, on which eight gamers stood in a test of Lara Croft-like grit and inner strength, to win a trip inspired by the game. They faced blizzards, downpours, harsh wind and intense heat, all controlled by the public via a live stream. Viewers gave up on sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reimagined as a gripping reality show. Results: - 8 minutes average dwell time (compared to 8 seconds for a regular billboard). - £3.8 million earned media. - 3.5 million views and 32,000 comments in less than 22 hours. - 11,000 concurrent viewers for 22 hours straight.