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31. Decoded

November 26, 2010

Droga5 in New York is in charge the campaign for Jay-Z’s new book, Decoded. The book is a memoir that unlocks the multiple meaning of and stories behind Jay-Z’s songs. Droga5 wanted to create a campaign that was as interesting as the book and Jay-Z’s brand, so they designed an outdoor campaign that fit the bill.

Droga5 placed every page of Jay-Z’s book in outdoor ads in locations relevant to the contents of the page. The pages have been printed on billboards, in display windows, in the bottom of pools and in the lining of suits.

The Agency then partnered with Bing Maps to create a scavenger hunt in which people all over the country could try and find the pages of Jay-Z’s book. The first person to find the page would receive a free copy of the book with the found page signed by Jay-Z and then would be entered for a chance to see Jay-Z in concert New Year’s Eve in Las Vegas.

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