Bing’s Decode with Jay-Z campaign, launched in 2010, was recognized with Gold at the One Show held in New York this last week. The out of home campaign involved placing each of the 320 pages of Jay Z’s new book, Decode, in 600 unique traditional, nontraditional and digital advertising placements 15 cities around the world. Visitors to the Decode with Jay-Z site were able to claim prizes for identifying the location of the pages on Bing Maps. Winners were sent a free copy of the Decode book. Every participant was entered into a contest for a grand prize of attending Jay-Z’s concert with Coldplay on New Year’s Eve in Las Angeles.
The Decode with Jay-Z campaign was developed at Droga5 New York by creative chairman David Droga, creative director Neil Heymann, copywriter Adam Noel, art director Jon Kubik, designer Jon Donaghy, copywriter 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, chief executive officer Andrew Essex, group account director Shawn Mackoff, account manager Megan Collins, executive creative directors Duncan Marshall, Ted Royer and Nik Studzinski, user experience designer Consuelo Ruybal, director of polygons Colin Lord, photographer Dan Welch, general counsel Scott Waldbaum, videographer Sam Kilbreth, videographer/editor Nick Divers, production assistant TJ Ryan, OOH 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, director of business affairs Dianne Richter, business affairs assistant Kristin Bilella, broadcast intern Bill Berg, location services manager Mick Breitenstein, and proofreader Cara Muzik.