Roadshow launches interactive Tomb Raider puzzle

Roadshow, Isobar and OMD have launched an interactive puzzle campaign ‘Raid the Tomb’ which asks Australians to solve puzzles and uncover hidden tomb’s with the chance to win a trip to Cape Town.

Tomb Raider fans will be invited to uncover puzzles and mysteries by clues given on outdoor, print and digital mediums with the aim of eventually finding the location of the hidden tomb.

The campaign aims to build hype around the upcoming release of the movie Tomb Raider and enable fans to enter the world of the main character Lara Croft.

Michael Punton, associate creative director at Isobar, said “gamifying” digital and traditional media enables enables a broader audience to get involved.

“Players get to know the new Lara Croft while experiencing the fun, tactile, puzzle-solving nature of the Tomb Raider franchise,” Punton continued.

Age Conte, Roadshow Films product marketing manager, added: “Alicia Vikander is awesome as the modern-day Lara Croft, so we wanted to do something extra special to bring her to the attention of our diverse audiences.

“We developed an innovative idea that would engage fans and would-be fans; mixing media and digital to breathe new life into one of cinemas most iconic female action heroes.”


  • RoadShow Films
  • Age Conte: Product Marketing Manager
  • Lachie Mackay: Product Marketing Executive
  • Julia Reed: Digital Media Executive
  • Isobar Australia
  • Creative Director: Alberto Talegon
  • Associate Creative Director: Michael Punton
  • Senior Art Director: Holly Langford
  • Senior Copywriter: Luke Falkland-Brown
  • Senior Designer: Augusto Jacquier
  • Senior Account Manager: Amy Sinclair
  • Senior Producer: Veerle Verlooij
  • Producer: Jessica Fletcher
  • Strategy: Rebecca de Hennin
  • Technical Lead: Andrew Bednarz
  • Front End Developer: Farah Abdi
  • Quality Assurance Specialist: Rajani Gunda
  • OMD Australia
  • Emma Ray: Account Director
  • Nicky Barton: Interactive Account Manager
  • Erik Wallis: Strategy Director

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