A page about New York hip-hop wrapped around a Cadillac in Queens— Bing / JAY-Z / Droga5
Decode JAY-Z with Bing
- Brand:
- Bing
- Author:
- JAY-Z
- Agency:
- Droga5 New York
- Publisher:
- Spiegel & Grau / Random House
Timeless principle
Make the medium necessary to discovering the story.
The idea
Release every page of Jay-Z’s memoir into the real world before publication, place each one where its story happened, and use Bing Search and Maps to help fans reassemble the book.
Why it works
Decoded turns media placement into narrative evidence. A page about Miami appears at the bottom of a hotel pool; others live on a Cadillac, a plaque or a burger wrapper, so each placement carries meaning before anyone reads it. Clues move fans between Bing Search, Bing Maps and the street, making the product the tool required to reconstruct the memoir rather than a logo beside it. Releasing pages in sequence also gives a static book the pace of a live cultural event. Story, location and interface become inseparable: finding a page is part of understanding it.
Tags
- Outdoor
- Digital & Interactive
- Experiential
- Search
- Publishing
- Classic Print
Gallery
The Big Pimpin' page at the bottom of the Delano Hotel pool, Miami Pages two and three installed as a plaque at Marcy Houses Page 40 became a burger wrapper at Black Shack in New York A memoir page placed back into the city it describes Bing Search and Maps turned the distributed pages into a playable book
