The new campaign for “Decoded”, the memoir by the hip-hop/entrepreneur Jay-Z, promises to be an unseen in the world of advertising, all those thinking of getting an advertising or marketing degree, pay close attention. For the launch of his autobiography, Jay-Z partnered with Bing and (one of ) the best creative agency on the market Droga5. They turned the marketing for a book into interactive art and even a scavenger hunt that rewarded his most die-hard fans. Starting yesterday the reproductions of entire pages of the book will appear unannounced in locales referred to in those pages.
“If in certain pages Jay-Z is talking about something related to Times Square, then those pages might be on billboards in Times Square,” said David Droga.
Jay-Z stunned his fans by revealing a black leather Gucci for Decoded jacket. The masterfully stitched page handcrafted by Gucci’s lead creative, Frida Giannini, is custom-tailored to Jay-Z’s measurements and holds song lyrics mentioning the Italian clothing icon.
As part of a scavenger hunt they hid all 320 pages of Decoded in plain sight in 13 cities: on a rooftop in New Orleans, a pool bottom in Miami, cheeseburger wrappers in New York City, and more. Fans who found them all got a chance at two tickets to any Jay-Z concert anywhere, for life!