Turning a media channel
into an entertainment channel.
Brand: Microssoft XBOXProejct: Survival BillboardRole: Head of Art + CreaitveAgency: McCann London
Brand: Microsoft XBOXProject: Survival Billboard
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. Through a live stream, the public controlled the weather, unleashing blizzards, downpours, wind and heat to see who had the grit to stay standing the longest.