Bing : Decode Jay-Z

Prize winning work from Droga 5, Jay-Z and Bing.

Published On
Jun 20, 2011

Editor's Pick

Droga 5 has scooped the Outdoor Grand Prix at Cannes with its work with Microsoft Bing on Jay-Z's memoir Decoded.

To promote Decoded and at the same time fulfill a brief from Bing, the agency defied publishing convention and decided to put every single page of the book out in the real world before it hit the shelves, via traditional - and sometimes very unconventional - out of home placements as well as an online scavenger hunt with Bing.

After the campaign made an opening splash at the Delano in Miami - a page was fully reproduced on the bottom of the hotel pool, with footnotes imprinted on towels strewn across the surrounding lounge chairs - those who didn't have access to the locations could find them via a unique application/game that Droga5 developed using Bing. Visitors to the site got daily clues, research-able via a Bing overlay, which led them to where the pages were virtually, in Bing Maps. Every day, about five to ten of the book's pages were unveiled, both in the real world and online.



Jun 21, 2011
Brand :
Client :
Agency :
Droga5-New York
Chairperson :
David Droga
Creative Director :
Neil Heymann
Copywriter :
Adam Noel
Art Director :
Jon Kubik
Designer :
Jon Donaghy
Copywriter :
Spencer Lavallee
Director, Photography :
Paul McGeiver
Senior Digital Designer :
Piper Darley
Junior Digital Designer :
Elias Holtz
Head of Integrated Production :
Sally-Ann Dale
Senior Digital Producer :
Andrew Allen
Digital Producer :
Toph Brown
Executive Out of Home Producer :
Cliff Lewis
Out of Home Producer :
Mea Cole-Tefka
Head of Print Studio :
Rob Lugo
Studio Artist :
Chris Thomas
Digital Strategic Planner :
Hashem Bajwa
Chief Executive Offier :
Andrew Essex
Group Account Director :
Shawn Mackoff
Account Manager :
Megan Collins
Executive Creative Director :
Duncan Marshall
Executive Creative Director :
Ted Royer
Executive Creative Director :
Nik Studzinski
User Experience Designer :
Consuelo Ruybal
Director, Polygons :
Colin Lord
Photographer :
Dan Welch
General Counsel :
Scott Waldbaum
Videographer :
Sam Kilbreth
Videographer/Editor :
Nick Divers
Production Assistant :
TJ Ryan
Out of Home Coordinator :
Yael Bloom
Photographer :
Xiao Li Tan
Photographer :
Fernando Sanchez
Assistant Account Manager :
Louisa Cronan
Head of Digital Operations :
Mike Janensch
Community Manager :
Shalaina Ramos
Business Affairs Director :
Dianne Richter
Business Affairs Assistant :
Kristin Bilella
Broadcast Intern :
Bill Berg
Location Services :
Mick Breitenstein
Proofreader :
Cara Muzik

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