Decoded

Insight

Autobiographies are a great way to connect with someone's history, but walking in the footsteps of that person creates a more visceral connection to their story.

Idea

Put the pages of Jay-Z book in the location inspired by the stoy on the page.

Execution

Everyday in the month leading up to the release, place the pages of the book in their respective locations in differing tactical OOH, that all link to a Bing landing page where audiences can discover the story and the famous places.

Notes

Really cool idea, love the creative ad placements. Took a while for Bings role to become clear in all of this, but going to assume the landing page was quite cool at the time.