Outdoor ad: Xbox: Survival Of The Grittiest

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Last week Xbox made a stir with branded entertainment project ‘Survival of the Grittiest’, a 24-hour endurance challenge promoting ‘Rise of the Tomb Raider’. Craft London, in a collaboration with m:united/McCann London, strapped eight Lara Croft fans to a billboard in Southwark, pitting them against extreme weather conditions controlled by the voting public. After a gruelling 20.75 hours, one contestant was crowned victorious. Producer, Lois Newcombe, and Head of Integrated Production, Sergio Lopez reveal the behind-the-scenes work that got the whole project, from conception to completion, created in just four weeks.