The Challenge
To celebrate the release of Rise of The Tomb Raider on Xbox, Flux were asked to solve and execute the installation and running of a full OB, temporary network and live broadcast stream for 24 hr, exposed to the elements.
Together with Xbox, McCann and Attention Seekers – Survival Billboard saw eight gamers take on a Lara Croft-like contest of grit and inner strength to win a trip inspired by the game.
The Approach
They faced blizzards, downpours, wind and heat – all controlled by the public via a live stream. Viewers gave up sleep to watch the billboard, supporting and speculating about the people on it.
Flux captured the contestants journey in full. Their plight was broadcast across social media, alongside a giant OOH screen at Manchesters largest shopping centre.
The Impact
The billboard was a big hit with the public with over 3,500,000 hours viewed in a day, 32,000 comments generated and a global reach across a variety of different publications and websites.
The accolades kept coming as the campaign has picked up an Andy, 9 Creative Circle, 6 One Show (including Best in Discipline) and 2 Webby awards and now recently winning a staggering 18 Cannes Lions with 5 gold, 9 Silver and 6 Bronze.