The One Show
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Category
Consumer - Experiential Advertising / Events & Competitions
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.
2016 Awards
Total Points: 25
Gold Pencil
Credits
Agency
McCann / London
PR / Marketing Agency
Edelman / London
Production Company
Momentum Worldwide / London
Hothouse / London
MRM / London
EMT/Dentsu Aegis / London
Attention Seekers / London
Art Director
Jacob Björdal
Jamie Mietz
Chief Creative Officer
Rob Doubal
Laurence Thomson
Creative Director
Jamie Mietz
Sanjiv Mistry
Chad Warner
Agency Producer
Sergio Lopez
Lois Newcombe
Clare Mann
Chris Cartwright
Tom McLoughlin
Ellis Faint
Liam White
Music / Sound
Tim Sutton
Chris Gilbert
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