SURVIVAL BILLBOARD
We turned an outdoor media channel into an entertainment channel to launch the new Tomb Raider game, where Lara is a gritty survivalist, enduring the harshest of elements.
Eight gamers stood on the billboard (literally becoming the message) in a test of Lara Croft-like grit and inner strength. The last fan standing wins. The contestants faced blizzards, downpours, wind and heat, all controlled by the fickle public via a live stream.
Case Study
How do you attract people to participate in a promo where the best possible thing that can happen to them is to… survive? You tell the truth: you might die.
The official T’s&C’s had to be written by a legal team. Unlike any other footnote you might have (not) seen, this one had become so gruesome that we decided to make it our main ad.
People live-streamed the event and participated by voting for the weather conditions at regular intervals.
