Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
We wanted to learn a little more about how McCann pulled off the stunt, which of course brought with it myriad logistical and medical concerns.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in