Outdoor Lions Winner 2011 – DECODE JAY-Z WITH BING.

GRAND PRIX.

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


Web Site:

GOLD LION.

WITH 10 YEARS OF LIFE TOSHIBA
CORPORATION LED BULBS DENTSU, Tokyo JAPAN

HEAVEN AND HELL SAMSONITE SUITCASES JWT SHANGHAI CHINA

DECODE JAY-Z WITH BING BING/JAY-Z DECODE JAY-Z WITH
BING DROGA5, New York USA

HEAVEN AND HELL SAMSONITE SUITCASES JWT SHANGHAI CHINA
DECODE JAY-Z WITH BING BING/JAY-Z DECODE JAY-Z WITH
BING DROGA5, New York USA

OPERATION CHRISTMAS MINISTERIO DE DEFENSA NACIONAL GUERRILLA DEMOBILIZATION CAMPAIGN
LOWE-SSP3, Bogotá COLOMBIA

SEAFOOD AQUARIUM LG ELECTRONICS SOLAR DOME MICROWAVE
Y&R THAILAND, Bangkok THAILAND

THE FRIENDSHIP MACHINE COCA-COLA COCA-COLA OGILVY ARGENTINA,
Buenos Aires ARGENTINA

THE HONEST STORE HONEST TEA ICED TEA SS+K, New York USA

BURMA HUMAN RIGHTS
WATCH PETITION JWT NEW YORK USA

THE 250KM WAVE KYUSHU RAILWAY
COMPANY BULLET TRAIN DENTSU, Tokyo JAPAN

WELCOME BACK T-MOBILE TELECOMMUNICATIONS SAATCHI & SAATCHI,
London UNITED KINGDOM

TARGET KALEIDOSCOPIC FASHION SPECTACULAR TARGET TARGET RETAIL MOTHER NEW YORK USA

VIRTUAL STORE TESCO HOMEPLUS CHEIL WORLDWIDE,
Seoul KOREA

AIRHORN HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

ALTITUDE SICKNESS PILLS HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

DEFIBRILLATOR HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

LIPSTICK STAIN REMOVER HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

SMELLING SALTS HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

PERSONALIZED TOWELS HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

LITTLE BLACK BOOK HARVEY NICHOLS DEPARTMENT STORE Y&R DUBAI UNITED ARAB EMIRATES

PICADILLY CIRCUS GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

LEICESTER SQUARE GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

COVENT GARDEN GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

OXFORD CIRCUS GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

MARYLEBONE GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

TAXI NUMBERS GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

LATEST SCORES GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

RESTAURANT REVIEWS GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

CINEMA TIMES GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

FTSE 100 GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

EXCHANGE RATES GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

TICKET RESERVATIONS GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

TRAVEL UPDATES GOOGLE GOOGLE VOICE SEARCH MOBILE APP BBH, London UNITED KINGDOM

SPACESHIP LEGO LEGO LEO BURNETT MOSCOW, Moscow RUSSIA

BEETLE LEGO LEGO LEO BURNETT MOSCOW, Moscow RUSSIA

DEEP OCEAN EXPLORER LEGO LEGO LEO BURNETT MOSCOW, Moscow RUSSIA

MUGSHOT 1 AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL FUEL LISBOA PORTUGAL

MUGSHOT 2 AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL FUEL LISBOA PORTUGAL

MUGSHOT 3 AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL FUEL LISBOA PORTUGAL

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