Storytelling IV – Cannes Lions 2016

Xbox is celebrating the launch of Rise of the Tomb Raider by punishing eight Lara Croft fans with a sadistic stunt—forcing them to stand on a billboard in London for 24 hours and pelting them with harsh weather conditions, as voted for by the public. The eight contestants, who were chosen from thousands of applicants, are standing on tiny ledges in the air and being subjected to arctic cold, strong winds, snowstorms and intense heat—with the people watching choosing the order of the punishments.

Another demonstration that media got blurred on the way – media is becoming versatile, changing, adaptive, modern, hybrid. Maybe we can stop having media-oriented category in Cannes Lions as it does not make any sense.

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