Xbox Tomb Raider
Survival Billboard
Agency: McCann LondonRole: Creative + Head of ArtDesigner: Jim + JacobDesigner: Carl Warren
The new Tomb Raider game reimagined heroine Lara Croft as a gritty survivalist. So, rather than doing a regular outdoor campaign, we turned an advertising channel into an entertainment channel. Survival Billboard was a billboard on which eight gamers stood in a test of grit and inner strength. The last fan standing would win. The contestants faced blizzards, downpours, wind and heat, controlled by the public via a live stream. We launched the campaign with a ‘Terms of horrible, horrible conditions print campaign..