31 YEARS CELEBRATING THE POWER OF IDEAS
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Use of Copywriting
Silver Winner
Xbox / Tomb Raider
- "Survival Billboard - Terms & Horrible, Horrible Conditions"
Corporate Name of Client: Microsoft
Head of Advertising, Xbox EMEA: Michael Flatt
Media Companies: EMT/Dentsu Aegis, 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
Interactive Creative Director: Chad Warner
Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness
Art Directors: Jacob Björdal/Jamie Mietz
Senior Project Manager: Clare Mann
Head of Art: Michael Thomason
Head of Production: Sergio Lopez
Agency Producer: Lois Newcombe
Graphic Designers: Colin Lee/Danny Elliot
Design Studio: Ellis Faint/Liam White/Muhammad Qasim
Description of the Project:
To launch the gritty new Tomb Raider, Xbox created the Survival Billboard - a billboard on which eight people would stand in a test of endurance and inner strength, facing harsh weather conditions controlled by the public. The call-for-entries campaign didn't hide the event's terms & conditions (as most ads do). Instead, it made them the focus, going into explicit detail about the horrors that might await potential entrants. Written in collaboration between the agency's creative and legal departments, this is long copy that's legally binding.