The agency goes into the event as one of the most awarded UK agencies and with one of the most awarded campaigns, after winning four Golds and five Silvers for Microsoft/Xbox’s “Survival Billboard”.
McCann London’s Microsoft/Xbox “Survival Billboard” will take home four Golds across Branded Entertainment, Direct, Engagement/Experiential and Out of Home. The campaign will also pick up five Silvers in Branded Entertainment, Digital/Mobile, Engagement/Experiential, Innovation, Out of Home and PR.
The Clio wins are the latest in a string of accolades for the London agency and follow McCann London’s staggering performance at Cannes Lions 2016, where it became the UK’s most awarded agency, collecting 20 Lions in total. Xbox Survival Billboard picked up 18 Cannes Lions, including 5 Gold, 8 Silver and 5 Bronze. McCann’s Xbox “Squadvertiser” and its “Calendar Invite” for Ethos Travel won a further Silver and Bronze Lion.
About Survival Billboard:
“Survival Billboard” was created to promote Microsoft/Xbox’s release of the latest in the blockbuster Tomb Raider series, Rise of the Tomb Raider. Xbox challenged eight contestants to survive 24 hours standing on a billboard in London Bridge while extreme weather conditions were simulated and selected via public vote. The winner, Adam, remained on the billboard for 20 hours 45 minutes and won a Tomb Raider-inspired holiday. The campaign’s success was thanks to an integrated effort across four of McCann Worldgroup UK’s agencies: McCann London, Momentum, MRM/Meteorite and Craft.