Stirring the soul of gamers

Big video games, like movies, traditionally launch with a big outdoor presence - it’s become the battleground for big game launches. Yet most outdoor ads are glanced at for just 8 seconds.

So, to launch the grittiest Tomb Raider game yet, we decided to use gaming channels such as Twitch and IGN to create an interactive experience that would appeal to a gaming way of thinking and responding.

We turned an advertising channel into an entertainment channel. And put gamers in control of the communication.

Survival Billboard in central London was the stage on which 8 gamers stood in a test of Lara Croft-like grit, endurance and strength. The prize? A trip inspired by the game.  

The contestants, who made up the billboard headline, faced blizzards, downpours, harsh wind and intense heat – all controlled digitally by the public via a live stream.

There were over 1000 weather votes per hour, whilst passers by had an average of 8 minutes average dwell time - unprecendented for a billboard. The experience was viewed online 3.5 million times, and the work has won 90 awards.