Staged on Southwark Street, the stunt was live-streamed on a dedicated microsite. Contestants were challenged to stay up for 24 hours as they were subjected to Siberian conditions, such as arctic cold, intense winds, wild snowstorms and sudden heat.
Viewers of the live stream could choose which conditions the participants were put through. After 24 hours - give or take a few toilet stops - Adam Carr was named as the victor.
He was awarded an around-the-world trip inspired by the destinations visited by the new game’s protagonist, Lara Croft.
The live event was delivered by Momentum Worldwide and M:united. Keep your eyes peeled for our video of the brand experience later this week.
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