![]() ![]() The game started a couple of weeks ago and according to Essex, more than 100,000 fans had logged on by the end of the first day. I take a picture and, feeling confident, log back on to the site, only to see that someone has beaten me to it. I start to look around, and then I spot it, hidden in the window of a pizzeria. If he was talking about one particular street in Brooklyn, wouldn't it be great to put a page there and then use technology to allow people to reassemble the book?" "So the question was, could you put a book out into the world and then allow people to re-assemble it? We decided to put a page in every physical space that pertains to what he was talking about. "They wanted the biggest launch of all time, to match Jay's stature," says Andrew Essex, the agency's CEO. ![]() ![]() The project is the brainchild of Droga5, a creative agency that was approached by Decoded's publishers, Random House. To stagger the event, five to 10 clues are revealed each day. Each page of the book has been hidden, mostly across New York City, for fans to discover (though a few pages can be found in other cities, including Miami and London). ![]()
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