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Network of the Year: McCann Worldgroup

Survival Billboard - Terms & Horrible, Horrible Conditions

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Radio & Audio
Script Writing

Silver Winner

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard - Terms & Horrible, Horrible Conditions"

Corporate Name of Client: Microsoft

Xbox EMEA Head of Advertising: 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

Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness

Art Directors: Jacob Björdal/Jamie Mietz

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Interactive Creative Director: Chad Warner

Head of Integrated Production: Sergio Lopez

Design Studio: Ellis Faint/Liam White/Muhammad Qasim

Audio Engineers: Tim Sutton/Chris Gilbert

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.