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

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.
Credits
- Date
- Jun 21, 2011
- Brand :
- Bing
- Client :
- Bing
- 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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