| 标题 | Survival Billboard |
| Brief | To mark the launch of the new Tomb Raider video game, eight contestants took part in a 24-hour endurance test on a “live” billboard. The public followed the competition in real time and suggested challenges. The competitors (selected from thousands who applied online) were subjected to snow, freezing rain and intense heat. The event became a phenomenon as news channels picked up on it and viewers voted for their favourites. The survivor won an adventurous Tomb Raider themed trip. |
| 广告公司 | McCann London |
| 广告战役 | Survival of the Grittiest |
| 广告主 | Microsoft |
| 品牌 | Xbox |
| 首次发布日期 | 2015 / 11 |
| 行业领域 | 视频游戏/电玩控制器 |
| 剧情简介 | Last week Xbox made a stir with branded entertainment project ‘Survival of the Grittiest’, a 24-hour endurance challenge promoting ‘Rise of the Tomb Raider’. Craft London, in a collaboration with m:united/McCann London, strapped eight Lara Croft fans to a billboard in Southwark, pitting them against extreme weather conditions controlled by the voting public. After a gruelling 20.75 hours, one contestant was crowned victorious. |
| 问题 | Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever. |
| 媒体类别 | Billboard |
| 长度 | |
| Agency Production | Craft |
| 执行创意总监 | Rob Doubal |
| 执行创意总监 | Laurence Thompson |
| 创意总监 | Jamie Mietz |
| 美术指导 | Jamie Mietz |
| 创意总监 | Sanjiv Mistry |
| 文案 | Sanjiv Mistry |
| 创意团队 | Jacob Bjordal |
| 美术指导 | Jacob Bjordal |
| 创意团队 | Jim Nilsson |
| 文案 | Jim Nilsson |
| 广告公司制片 | Lois Newcombe |
| 制作公司 | Momentum Worldwide |
| 制作公司 | MRM |
| Media Rep. | Edelman |
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