Decode Jay Z - Droga5

Kevin Tan
May 10, 2020
1 min read

Updated: Jul 15, 2020

Agency Droga5 made a big splash at the beginning of the decade with this 2010 integrated campaign that turned outdoor on its head to create an interactive, game-like experience that sent Jay-Z fans all over the country on a massive real world and digital scavenger hunt via the Bing search engine. The effort brought the pages of the artist’s memoir “Decoded” into the real world. Each page was thoughtfully placed in settings inspired by the words. The campaign will recreate each book page on a traditional outdoor, or not so conventional space such as billboard, the lining of a suit, or bottom of a pool—all of it relevant to where the contents of each page originally took place. (Gray, 2010)