XBOX Tomb Raider - Survival Billboard

 

Identity and print layout 

Xbox celebrated the launch of Rise of the Tomb Raider in the U.K. with a stunt which challenged eight people to stand on a billboard and get pummelled with harsh weather, as voted for by the public watching online. At Cannes the campaign won 17 Lions, including five golds, becoming one of the most-awarded campaigns of the year.

xbox_survivalbillboard_mccann_1.jpg

Logo development

 

Print

Before the billboard was revealed as series of print ads were created which were unusual in that instead of hiding the terms and conditions they were instead used as the dominant design element. These were the real terms and conditions and were written to scare all but the most foolhardy contestants.

Double page spread in the Metro newspaper and 6 sheet.