Demo Film

Presentation Image

Title	SURVIVAL BILLBOARD
Brand	MICROSOFT
Product/Service	XBOX / TOMB RAIDER
Category	F01. Integrated Campaign Led by Outdoor
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

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