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.