Microsoft: Eight people stuck to a billboard and you control the (bad) weather
Agency: MRM Meteorite
Launching the latest Tomb Raider instalment to the gaming community. This is the toughest Lara Croft game yet, and Microsoft decided to see if gamers had her survival instincts.
Strategy
Big video games, like movies, traditionally launch with a big outdoor presence.
Yet most outdoor ads are glanced at for just eight seconds, so the aim was to target gamers who were otherwise distracted by the imminent launch of other games with larger budgets.
But how could Microsoft Xbox get gamers to engage with...