Xbox created a call-for-entries ad that didn't hide the event's terms & conditions (as most ads do).

Instead, it made them the intimidating 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 was long copy that's legally binding.

Executionally, we wanted to evoke a sense of intimidation, which we achieved by filling nearly the entire poster with an impenetrable wall of small print. It was designed to look daunting and difficult, much like the Survival Billboard itself.

Over 1000 brave people applied to be on the Survival Billboard. Only eight were chosen.