What happens if you put real people on a billboard and hit them with the toughest conditions to illustrate the new Tomb Raider?
Short answer: Best sales year ever and
over 165 creative awards.
The new Tomb Raider was all about the elements and surviving them. We wanted to show the new direction of the game in a way that truly illustrated what Lara Croft would experience. So we recruited real people to stand on a single billboard in London and see who could last the longest. How long they could survive being hit with wind, rain, heat and snow.
But it wasn't just a billboard, it was a entertainment channel that captured millions.
Survival Billboard was a single billboard that reached the world, as the action taking place on it was live streamed on Twitch, the Xbox dashboard, banner ads, digital OOH and a dedicated microsite. The public gave up on sleep to watch the billboard, to control the weather that the participants were enduring, as well as to support, discuss and speculate about alliances and romances. The winner lasted 22 gruelling hours, yet In that one day, the oldest advertising medium was reinvented as a gripping, interactive reality show.