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Xbox: Survival Billboard

March 10th, 2016

Episode 1823 of 5181 episodes

To launch the gritty new Tomb Raider, Xbox created the Survival Billboard on which eight people would stand in a test of inner strength, facing harsh weather controlled by the public. The recruitment campaign didn't hide the event's terms & conditions (as most radio ads do). Instead, it made them the focus, going into explicit detail about the horrors that might await potential entrants. Written in collaboration between McCann creative and legal departments, this is long copy radio that's legally binding. PLAY THE SPOT

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