The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Cross-Platform

Survival Billboard

Agency McCann / London + Momentum Worldwide / London

Client Microsoft
BACK TO RESULTS

Annual ID

CP16002G

About the Work

Challenge: Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever. Solution: Xbox turned an advertising medium into an entertainment event. Survival Billboard was a billboard in London, on which eight gamers stood in a test of Lara Croft-like grit and inner strength, to win a trip inspired by the game. They faced blizzards, downpours, harsh wind and intense heat – all controlled by the public via a live stream. The last fan standing would win. Viewers gave up on sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reimagined as a gripping live event. Results: 8 minutes average dwell time (compared to 8 seconds for a regular billboard). £3.8 million earned media. 3.5 million views and 32000 comments in less than 22 hours. 1000 weather votes per hour.