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Decode Jay-Z

In the weeks before Decoded was released, Droga 5 launched a unique campaign to promote the book: Decode Jay-Z. Oversized pages were put in locations inspired by the text (a plaque in Marcy projects, the lining of a Gucci jacket, etc.) giving the words context. The only one I came across in my travels was the Politics as Usual billboard on Flatbush and Tillary in BK, which was expected because Jay-Z had this location on lock for years. Seeing Jigga’s words that large, without his picture or an in-store date, made them more powerful. To connect the dots, Bing launched an online game that directed fans to each of the page locations. This video shows the scale and effectiveness of the campaign.


Posted on: June 27th, 2011 by julian No Comments