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.