Survival Billboard

Gallery

Xbox strapped real contestants to a billboard for 24 hours and let the public vote on the weather they had to endure, tying it to Tomb Raider's survival theme. The ad is a live event. Brutal and brilliant.

Cities

London

Formats

Experiential billboardLive-streamed

Creative agency

McCann London

Media agency

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Media owners

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ICPs

core gamersTomb Raider fans

Est. cost

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Est. reach

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Sources

• www.campaignlive.com/article/xbox-rise-tomb-raider-survival-billboard-mccann-london/1372739
• adage.com/creativity/work/survival-billboard/44250