Bing: Decode Jay-Z

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

Published on Jun 21, 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.


Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Jun 21, 2011
Droga5 New York
Creative Chairman:
David Droga
Creative Director:
Neil Heymann
Adam Noel
Art Director:
Jon Kubik
Jon Donaghy
Spencer Lavallee
Director of 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 OOH Producer:
Cliff Lewis
OOH Producer:
Mea Cole-Tefka
Head of Print Studio:
Rob Lugo
Studio Artist:
Chris Thomas
Digital Strategic Planner:
Hashem Bajwa
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 of Polygons:
Colin Lord
Dan Welch
General Counsel:
Scott Waldbaum
Sam Kilbreth
Nick Divers
Production Assistant:
TJ Ryan
OOH Coordinator:
Yael Bloom
Xiao Li Tan
Fernando Sanchez
Assistant Account Manager:
Louisa Cronan
Head of Digital Operations:
Mike Janensch
Community Manager:
Shalaina Ramos
Director of Business Affairs:
Dianne Richter
Business Affairs Assistant:
Kristin Bilella
Broadcast Intern:
Bill Berg
Location Services:
Mick Breitenstein
Cara Muzik

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.