Tomb Raider Survival Billboard wins again
Microsoft’s Tomb Raider Survival Billboard project has won the Clio Art Grand Prix at the Clio Key Art Awards, along with gold in innovation and games, silver in print technique, and bronze in print. The Tomb Raider Survival Billboard, run over 24 hours in November 2015, was designed to promote Microsoft/Xbox’s release of the latest in the blockbuster Tomb Raider series, Rise of the Tomb Raider. Xbox challenged eight contestants to survive 24 hours standing on a billboard in London Bridge while extreme weather conditions were simulated and selected via public vote. The winner, Adam, remained on the billboard for 20 hours 45 minutes and won a Tomb Raider-inspired holiday. The campaign’s success was thanks to an integrated effort across four of McCann Worldgroup UK’s agencies: McCann London, Momentum, MRM/Meteorite and Craft. The Clio Art Grand Prix follows on from two Gold Lions at Cannes, the AICP Next Awards 2016 Experiential top prize, the Out of Home Grand Prize at New York Festival 2016, a Yellow Pencil at D&AD Awards, 2016, Best in Discipline at One Show, 2016,
To celebrate the launch of Rise of the Tomb Raider, eight people were challenged to channel their inner Lara Croft and survive 24-hours on a live action ‘Survival Billboard’ in central London. The eight contestants, made up of survivalists and fans of the game, including ultimate Tomb Raider fan, Jade Jolie, battled against the elements, as voted for by the public. The Survival Billboard was streamed live at survivalbillboard.com. Viewers could vote on the weather conditions that the competitors will be subjected to, including artic cold, intense wind, wild snowstorms and sudden heat.
Tomb Raider Survival Billboard Credits
The Tomb Raider Survival Billboard campaign was developed at McCann London, Momentum Worldwide and Craft Worldwide, London, by chief creative officers Rob Doubal and Laurence Thomson, creative director/copywriter Sanjiv Mistry, creative director/art director Jamie Mietz, copywriters Jim Nilsson and Anja McGuiness, art director Jacob Bjordal, designers Colin Lee and Danny Elliot, planner Thomas Keane, head of integrated production Sergio Lopez, integrated creative director Chad Warner, head of art Michael Thomason, senior project manager Clare Mann, producers Lois Newcombe and Chris Cartwright, executive producer Tom McLoughlin, business director Sailesh Jani, account director AJ Coyne, account manager Charlotte Habin, account executive Charlotte Walters, studio manager Ellis Faint, print producer Liam White, editors Andy Tusabe and Paul Jenkinson, audio engineers Tim Sutton and Chris Gilbert, artworker Muhammad Qasim.
SFX were produced at Hothouse, London. Streaming was produced at Attention Seekers, London. Development was done at MRM. Consumer PR was handled at Edelman, London. Media was handled at EMT/Dentsu Aegis, London.