To launch the gritty new Tomb Raider, Xbox created the Survival Billboard - a billboard on which eight people stood in a test of endurance and inner strength, facing harsh weather conditions controlled by the public. But first, Xbox had to recruit eight people brave enough to take part in such a challenge.

The idea:

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.