Integrated Production Unit, Craft London, Win Big for Xbox Survival Billboard

Craft London picked up 20 Cannes Lions last week, with the 18-month-old integrated production agency receiving more of the coveted Lions than any other Production Agency in Europe.

Xbox’s ‘Survival of the Grittiest’ campaign, continued its run of global recognition. Claiming most of the metal – the work, which has seen huge acclaim across multiple shows, was awarded five Gold, eight Silver, and five Bronze lions across almost every category. Further Silver and Bronze lions were awarded for Squadvertiser and Ethos Travel work respectively, with Craft’s work for Mastercard and Bisto also recognised in the shortlists.

Scooping a total of 55 wins across the award season, last picking up six pencils at D&AD earlier in the year, the innovative work for Xbox has proven a worldwide success and testament to the innovative approach of the 18-month-old integrated production agency.  Earlier in the season the campaign had also secured two Gold Pencils and Best in Discipline at The One Show, a Gold D&AD pencil, five Gold awards at the Creative Circle, two Webby awards including People’s Choice Award and two ANDYs .

Head of Integrated Production, Sergio Lopez comments: “These wins are a testimony of how our modern integrated production brings creative to life. We are not a content factory, we’re a Production Agency. It is that focus on creativity and craftsmanship that makes us different. By employing the use of innovative in-house teams and best in class partners, we are able to drive better creative by being flexible and reactive. We believe this is just the beginning for Craft.” 

In November last year, Craft London, in collaboration with creative agency m:united/McCann London, produced the survival billboard campaign to promote the launch of Xbox’s ‘Rise of the Tomb Raider’ game. The branded entertainment project pushed the limits of those involved, seeing eight Lara Croft super-fans teeter atop a specially-designed billboard in Southwark, London, whilst battling against gruelling weather conditions. For hour after hour, on-line viewers voted through a custom-built interactive website for whether the contestants should face extreme levels of wind, rain, snow or heat. After a staggering 20.75 hours, only one contestant remained to be crowned champion.

The ‘Survival of the Grittiest’ campaign quickly grabbed worldwide attention as 8 million people followed the streamed contest live.

Having only been open for business for 18 months, Craft London have also impressed with award-winning campaigns: ‘ClickTwo’ – Momondo, ‘The Calendar’ - Ethos Travel and ‘Miners 100’ – Bisto

The full list of Craft London’s awards this year are below:

CANNES LIONS

Promo

Gold – Survival Billboard (Use of Print or Standard Outdoor)

 Direct

Gold – Survival Billboard (Use of Ambient Media: Large Scale)

Silver – Survival Billboard (Launch/Re-Launch)

 Media

Bronze – Survival Billboard (Use of Outdoor)

 Outdoor

Gold – Survival Billboard (Live Advertising and Events)

Gold – Survival Billboard (Ambient Experiential & Immersive Digital)

Silver – Survival Billboard (Integrated Campaign led by Outdoor)

Silver – Survival Billboard (Use of Ambient Outdoor)

Silver – Survival Billboard (Use of Adapted Billboards/Posters)

Silver – Survival Billboard – Terms & Horrible, Horrible Conditions (Media & Publications)

Bronze – Ethos Travel – (Static Digital)

Bronze – Ethos Travel – (Static Digital)

Branded Entertainment

Gold – Survival Billboard (Live Advertising and Events)

Gold – Survival Billboard (Ambient Experiential & Immersive Digital)

Silver – Survival Billboard (Integrated Campaign led by Outdoor)

Silver – Survival Billboard (Use of Ambient Outdoor)

Silver – Survival Billboard (Use of Adapted Billboards/Posters)

Silver – Survival Billboard – Terms & Horrible, Horrible Conditions (Media & Publications)

Integrated

Bronze – Survival Billboard

Cyber

Silver – Squadvertiser  (Integrated Multi-Platform Campaign – Online & Offline)

D&AD   

Xbox - ‘Survival Billboard’

Gold Pencil : Outdoor: Enhanced Posters

Wood Pencil: Outdoor: Ambient

Wood Pencil: Branded Content & Entertainment: Live Experience

Xbox - ‘Survival Billboard: T&C long copy’

Wood Pencil:  Outdoor: Posters/Free Format

Wood Pencil:  Writing for Design

Xbox - ‘Squadvertiser’

Wood Pencil:  Digital Marketing: Digital Tools & Utilities

ONE SHOW

Xbox - ‘Survival Billboard’

Best in Discipline: Print and Outdoor

Xbox - ‘Survival Billboard’

Gold Award: Cross Platform: Experiential/Events

Gold Award: Print & Outdoor: Pop-Ups

Silver Award: Print & Outdoor: Installations & Ambient

Silver Award: Cross Platform: Installations

Bronze Award: Print & Outdoor: Ambient (Indoor & Outdoor)

Merit: Branded Entertainment: Innovation in Branded Entertainment

Merit: Branded Entertainment: Branded Content/Live Events

Xbox - ‘Survival Billboard: T&C long copy’

Merit: Print & Outdoor: Craft/Writing

Xbox - ‘Squadvertiser’

Merit: Direct: Digital/Websites, Microsites & Banners

Momondo – ‘ClickTwo’

Merit: Direct: Digital/Websites, Microsites & Banners

Merit: Interactive: E-commerce

CREATIVE CIRCLE

Xbox – ‘Survival Billboard: case study’

Gold Award: Experiential: Best event-led campaign

Gold Award: General: Best Branded Entertainment

Gold Award: Outdoor: Best Special Build

Gold Award: Outdoor: Best Use of Medium

Xbox – ‘Survival Billboard: T&C long copy’

Gold Award:  Best Press/Single

Bronze Award:  Writing: Best Body Copy

Silver Award:  Best Radio Over 30"

Silver Award: Best Radio Script Writing

Bisto – ‘Miners 100”’

Bronze Award:  Film Craft: Best Casting

Bronze Award:  Film Craft: Best Cinematography

Momondo – ‘ClickTwo’

Silver Award: Digital: Best Online App

WEBBY

Xbox – ‘Survival Billboard’

Adv & Media/Experience Marketing

Adv & Media/Experience Marketing (People’s Voice)

Momondo – ‘ClickTwo’

Adv & Media/Game or Application

CR ANNUAL

Xbox – ‘Survival Billboard: case study’

Branded Content: OOH/Posters

Xbox – ‘Squadvertiser’

DM: print

ANDY AWARDS

Momondo – ‘ClickTwo’

Silver Award: Ecommerce: Leisure/Travel

Xbox – ‘Survival Billboard’

Bronze Award : OOH: Toys, Games, Sports

YOUNG GUNS

Xbox – ‘Survival Billboard’

Bronze Award: Creative/Content & Engagement