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Cannes Lions International Festival of Creativity

Creative Award
London, United Kingdom
Xbox - "Survival Billboard" by Cannes Lions International Festival of Creativity 2016

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TitleSurvival Billboard
BriefTo 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.
Agency
Campaign Survival of the Grittiest
Advertiser Microsoft
Brand Xbox

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Date of First Broadcast/Publication Subscribers Only
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Media Type Billboard
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