To challenge Google as the default search engine and probably main door into the web, Bing teamed up with Jay-Z and create an immersive online/offline experience that deconstructed the rapper’s autobiography into multiple outdoor pieces on conventional sites and new media.

The depth and breath of the work was rewarded with the sought after Titanium and Integrated Lion, the Outdoor Grand Prix as well as two more Gold Lions. another Gold in Direct, one Silver in Cyber and one Bronze Lion in Promo & Activation.

Probably one of the best case studies ever written.

The Titanium & Integrated board.

The Outdoor board.

And a revealing interview with the creator of the campaign, from Droga5.