OPEN3 Open 3 Complete Book for OMA Website | Page 153

UK
XBOX
Survival of the grittiest
PRODUCT
Games and Toys
MEDIA
Billboard
AGENCY
To promote Xbox’s Rise of the Tomb Raider,
eight gamers took part in a grit, endurance and
inner strength test while strapped to a billboard.
The contestants, who made up the billboard’s
headline, faced blizzards, downpours, harsh
winds and intense heat – all controlled digitally
by the public via a live stream – in an attempt
to win a holiday inspired by the game.
McCann London
COUNTRY
United Kingdom
YEAR
2015
149