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