Xbox Print, Outdoor Survival Billboard - Terms & Horrible, Horrible Conditions by McCann London

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Survival Billboard - Terms & Horrible, Horrible Conditions

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Industry Video Games/Consoles
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency McCann London
Creative Director Jamie Mietz
Art Director Jacob Bjordal
Copywriter Jim Nilsson, Sanjiv Mistry, Anja Mcguiness
Designer Colin Lee, Danny Elliot
Released October 2015


Cannes Lions 2016
Outdoor Indoor Posters: Media & Publications Silver Lion

Credits & Description

To promote the grittiest Tomb Raider ever, we devised an intense test of inner strength: the Survival Billboard. Eight people will face extreme weather conditions while standing on a London billboard, streamed live to the world. To make potential applicants aware of how tough it will be, the call-for-entries ad doesn’t hide the terms & conditions, it focuses on them, detailing the physical and mental anguish that contestants will have to endure. Written in collaboration between McCann's creative and legal departments, the copy isn't just for show. It's legally binding.
Category: Entertainment & leisure
Category: Games & Toys
Client: Microsoft
Brand: Xbox
Media: Print
Agency: McCann London
Country: United Kingdom
Chief Creative Officer: Rob Doubal
Chief Creative Officer: Laurence Thomson
Creative Director: Jamie Mietz
Creative Director: Sanjiv Mistry
Copywriter: Jim Nilsson
Copywriter: Sanjiv Mistry
Copywriter: Anja McGuiness
Art Director: Jacob Bjordal
Planner: Thomas Keane
Designer: colin lee
Designer: Danny Elliot
Integrated Creative Director: Chad Warner
Head of Art: Michael Thomason
Senior Project Manager: Clare Mann
Business Director: Sailesh Jani
Account Director: AJ Coyne
Account Manager: Charlotte Habin
Account Executive: Charlotte Walters
Studio Manager: Ellis Faint
Print Producer: Liam White
Artworker: Muhammad Qasim