I wish I'd done ... Bing 'decode Jay-Z with Bing'

Mick Mahoney, executive creative director, Euro RSCG London

Decode Jay-Z with Bing
Decode Jay-Z with Bing

One day, this will be cited by the next generation of industry stars as one of the pieces of work that inspired them to get into our business. For me, it's the benchmark for integrated thinking. And proves that advertising can take on any shape. I still have to swallow back the sick every time I think about this campaign having someone else's name on it.

A simple idea played out on an audacious scale and beautifully executed. The attention to detail is incredible. Every day for a month, another page of Jay-Z's memoir, Decoded, was placed somewhere in the world that was relevant to the content of the page. One was made into the silk lining of a jacket; another lined the Delano pool.

By following clues on Facebook and Twitter and utilising functions on Bing, you could piece the book together digitally on the Decode site, enabling you to read the book before it was released.

The idea generated a phenomenal amount of media attention, resulting in Bing becoming one of the world's top-ten most-visited sites.

So, not only genius, but successful genius.

Roll the Credits
Title: Decode Jay-Z with Bing
Clients: Eric Hadley, general manager of marketing; Ryan Cameron, senior
marketing manager, Bing
Agency: Droga5
Creative director: Neil Heymann
Copywriter: Adam Noel
Art director: Jon Kubik
Designer: Jon Donaghy
Director of photography: Paul McGeiver
Senior digital designer: Piper Darley
Head of integrated production: Sally-Ann Dale
Senior digital producer: Andrew Allen
Executive OOH producer: Cliff Lewis
Studio artist: Chris Thomas


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).