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Droga5 in New York nabbed the Grand Prix in Outdoor at Cannes on Tuesday for its playful, ingenious and grand out-of-home campaign for Jay-Z's autobiography, Decoded.
The campaign was a scavenger hunt. The agency hid all 320 pages of the book (mostly blown-up versions) in outdoor spots in 13 cities, in locations that related in some way to the text on each page—at the bottom of a pool in Miami, on cheeseburger wrappers in New York, on clothing racks, in subways, on rooftops, on traditional billboards, in the lining of a leather jacket, on the felt of a pool table, etc.
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