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Last November, Xbox celebrated the launch of Rise of the Tomb Raider in the U.K. with quite a sadistic stunt in London. It challenged eight Lara Croft fans to stand on a billboard and get pummeled with harsh weather, as voted for by the public watching online.
Last person standing would be the winner.
In the end, the McCann London stunt was a rousing success. And last week at Cannes, the work won 17 Lions, including five golds, becoming one of the most-awarded campaigns of the year.