Anatomy Of A Pig

Anatomy of a Cannes Contender: Jay-Z Decoded

The idea: Put every page of the book into a real world location that in some way spoke to the content on that page. So, while some pages were splashed on billboards, others turned up in less expected locations--like the bottom of the pool at Miami’s Delano Hotel, on pool tables, in the lining of suits. (You can see 32 of the locations in this slideshow .) The campaign also included a Bing Maps-enabled scavenger hunt , allowing the audience to uncover clues as to the location of each page.

Here, Droga5 copywriter Adam Noel and art director Jon Kubik discuss some of the turning points in the multi-faceted campaign, which just took home the Outdoor Grand Prix at the Cannes Lions. 

1: Have two client briefs and one big idea. We almost made this impossible for ourselves right from the get-go, agreeing to take on two very different yet bold briefs and then coming up with one big idea that united them into a joint campaign. It was a balancing act for us, with twice as many opinions from two powerful corporations that usually get what they want, no matter what. RocNation and Microsoft are big brands, big reputations, big money. We needed to be nimble in order to make sure both clients were continuously obliged and at the same time respectful of our vision. Each needed the other and the idea was made all the better by the joint ambitions.

2: Keep the idea pure. The core idea was to drop every single page of the book out into the real world and then create an online experience that used Bing search and Bing Maps for people to locate all the pages. But the decision that really took it up another notch of difficulty was our choice to put the pages only in locations that were relevant to the content on each page. In essence, we couldn’t just buy a mass load of media and throw all the pages out in one hit like most campaigns do. There had to be a strategy and plan for each and every page; 300-plus media strategies all aimed to tell Jay-Z’s story right where it happened. And often the appropriate media just didn’t exist in these specific locations. As a result we had to create our own media.

The real anatomy of a pig « Random moosages as I see fit.

The other day, Choco decided that my elbow was in need of licking.  She insisted.  A friend suggested that maybe it was because my elbow tasted delicious, and that perhaps I had an abundance of elbow grease, and you know dogs, they love grease…and stuff.  But what if they do because elbow grease is really made of lard?  I mean, lard is greasy.  But how would I get lard on my elbow?  My elbow doesn’t naturally produce lard, I assure you.  I thought about it some, and I believe I have figured out what happened and also discovered the real anatomy of a pig.

What happened: I must have elbow dropped a pig at some point in the day and just didn’t notice.  It has to be a pig, you see, because lard come from pigs.  I must have elbow dropped the pig because the pig would then pop and lard would get all over my elbow.  Pigs are really big balloons filled with lard.  But wait, you say, what about pork and ham and bacon?  Where do they come from if not from pigs?  Well, obviously they come from porks and hams and bacons.  Duh.  Didn’t you learn these things in school?  And if you don’t believe that pigs are really balloons filled with lard, then I direct you to 1:37 of this video.

You didn’t see much lard coming out of the pig because it was an immature pig and hasn’t had time to fully ripen and fill with lard.  Also, it was green so it was probably moldy and will never mature into a full lard pig anyway.  That’s why they’re expendable and used in large-scale Angry Birds games.

Anyway, there you have it.  I elbow dropped a pig without knowing it and I got lard all over my elbow, greasing it up, and that caused Choco to insist upon helping me clean it off.  She is very helpful

By the way, I have discovered another type of pig.  It must be very rare because you don’t really hear about this often, but there is a type of pig that’s filled with cheese instead of lard.  Don’t believe me?  I found existence of this pig in a restaurant.

See the first item under Rice Plates?  It says “Cheese Filled Pork Chop w/ Rice.”  You’ll have to excuse them.  They bought into the propaganda that pork comes from pigs and thus they call it a “pork chop” instead of a “slice of cheese pig balloon,” but now is not the time to nit-pick (besides, you bought into the propaganda too, don’t lie).  The cheese pig exists (and I’ve ordered it before, you should try it and be adventurous)!  By the way, if you’re ever in Irvine around the IVC area, you should drop by and get some of their snowy ice.  It’s good stuff.

Anatomy & dissection of the fetal pig

Pig anatomy and dissection guide

Laboratory Manual for Anatomy & Physiology, Pig Version

A laboratory textbook of anatomy and physiology, fetal pig version

The Anatomical record