SURVIVAL BILLBOARD

Grand Prix

Demo Film

Presentation Image

ClientMICROSOFT
Category F01. Integrated Campaign Led by Outdoor
TitleSURVIVAL BILLBOARD
Product/ServiceXBOX / TOMB RAIDER
Entrant McCANN LONDON, UNITED KINGDOM
Idea Creation McCANN LONDON, UNITED KINGDOM
Media Placement EMT/DENTSU AEGIS London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Production MOMENTUM WORLDWIDE London, UNITED KINGDOM
Additional Company MRM METEORITE London, UNITED KINGDOM
Additional Company 2 HOTHOUSE IWG London, UNITED KINGDOM
Additional Company 3 ATTENTION SEEKERS London, UNITED KINGDOM
Additional Company 4 CRAFT WORLDWIDE London, UNITED KINGDOM
Credits
Name Company Position
Rob Doubal McCann London Co-President & Chief Creative Officer
Laurence Thomson McCann London Co-President & Chief Creative Officer
Sanjiv Mistry McCann London EMEA Creative Director
Jamie Mietz McCann London EMEA Creative Director
Chad Warner McCann London Integrated Creative Director
Jim Nilsson McCann London Creative
Jacob Björdal McCann London Creative
Anja McGuiness McCann London Associate Legal Counsel
Sergio Lopez McCann London Head of Integrated Production
Michael Thomason McCann London Head of Art
Colin Lee McCann London Digital Designer
Danny Elliot McCann London Designer
Thomas Keane McCann London Planner
Clare Mann McCann London Senior Project Manager
Lois Newcombe McCann/Craft Producer
Chris Cartwright McCann London Senior TV Producer
Tom McLoughlin McCann/Craft Executive Producer
Sailesh Jani McCann London Business Director
AJ Coyne McCann London Account Director
Tom Oliver McCann London Account Manager
Charlotte Walters McCann London Account Executive
Ellis Faint McCann/Craft Studio Manager
Liam White McCann/Craft Print Producer
Andy Tusabe McCann/Craft Editor
Paul Jenkinson McCann/Craft Editor
Tim Sutton McCann/Craft Sound Engineer
Chris Gilbert McCann/Craft Sound Engineer
Robert Freeman McCann/Craft Artworker
Muhammad Qasim McCann/Craft Artworker
Ellis Faint McCann/Craft Studio Manager

Brief Explanation

Challenge: Big games, like big movies, launch with billboards. Yet most are glanced at for just 8 seconds. How could Xbox get gamers to engage with the launch of the gritty new Tomb Raider? Solution: Turn an advertising channel into an entertainment channel. Survival Billboard was a billboard on which eight gamers stood in a test of Lara Croft-like inner strength, to win a trip inspired by the game. They faced blizzards, downpours, wind and heat – all controlled by the public via a livestream. The public gave up on sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reinvented as a gripping reality show. Results: 8 minutes average dwell time (vs. 8 seconds for a regular billboard) £3.8 million in earned media