Four of the Interpublic agency’s five shortlisted entries were for the "Survival billboard" for Microsoft Xbox to promote a new Tomb Raider game.
The campaign challenged eight people to survive 24 hours by standing in a billboard in London Bridge. The winner, called Adam, remained on the billboard for 20 hours, 45 minutes.
Rainey Kelly Campbell Roalfe/Y&R was the second-most shortlisted UK agency for Direct. The WPP shop was shortlisted three times for "Donation icons", an Oxfam campaign in which users can donate desktop icons which are turned into smart media spaces that brands can then advertise in.
Three UK agencies were shortlisted twice for Direct: Grey London, Engine and OgilvyOne.
Full list of shortlisted UK agencies for Direct Lions:
McCann London: Microsoft Xbox/Tomb Raider "Survival billboard" (4 entries); Bisto Best "Spare chair Sunday"
Rainey Kelly Campbell Roalfe/Y&R: Oxfam "Donation Icons" (3 entries)
Engine: NHS Blood and Transplant "Missing Type" (2 entries)
Grey London: Fairy Liquid "Fair"; Tate "BP displays at Tate Britain"
OgilvyOne: Volvo "Roam delivery" (2 entries)
DigitasLBI: Plume Labs "Pigeon air patrol"
Ogilvy & Mather London: Kronenbourg 1664 "#LeBigSwim"
Saatchi & Saatchi London: Deutsche Telekom "Sea hero quest"