Brands embrace 3D building projections as the next form of large-scale viral advertising

As the sun disappears below the horizon of city center skyscrapers, buildings are lighting up with digital slogans and innovative projections. Brands have started turning heads in city-center locations with clever digital campaigns.

In May BMW launched the first interactive 3D building projection in Asia. The projection captured the attention of bewildered onlookers who stopped in their tracks to watch cars race around the exterior of the Suntec City office buildings in Singapore.

Samsung became the first company to introduce a large-scale 3D outdoor projection in the Netherlands on May 20. The 3D projection mapping installation turned the face of Amsterdam's historic Beurs van Berlage building into a giant billboard to promote their new range of LED TVs.

In June Samsung took the concept further by integrating the projection and 3D graphics into a complete "game-take-over" on YouTube, bringing the 3D content to life on users' computer screens.

HighestFive Men's Magazine put together a selection of some the craziest building projection projects on their website. The artworks include Robert Lepage's massive 100 ft x2000 ft "Image Mill," UrbanScreen.com's interactive Pinwall and The Electric Canvas's Sydney Opera House Luminous projection.

Alcohol brand Absolut has chosen to stick to non-digital art forms with its current Wallpaper advertising campaign and has started re-inventing cities with "urban wallpaper" - large-scale artworks created on buildings around the city. Absolut's current "poster boy," American pop artist Ron English, is re-interpreting buildings in Rome and Milan from June to October 2010.

BMW's interactive 3D Building Projection: http://www.youtube.com/watch?v=Pm9yb1w7-Lc

Samsung's 3D Outdoor-Projection: http://www.youtube.com/watch?v=pOM8_2Wbkbs

Samsung's 3D YouTube Game: http://www.youtube.com/Samsung3devent

HighestFive Men's Magazine's craziest building projection projects: http://www.highestfive.com/science/6-crazy-building-projection-projects/

Absolut Wallpaper: http://www.absolutwallpaper.com/who.html

 

Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Ashdown Group: Head of IT - Hertfordshire - £90,000

    £70000 - £90000 per annum + bonus + car allowance + benefits: Ashdown Group: H...

    Ashdown Group: Application Support Analyst - SQL Server, T-SQL

    £28000 - £32000 per annum + Excellent benefits: Ashdown Group: Application Sup...

    Ashdown Group: Systems Analyst / Data Analyst (SQL Server, T-SQL, data)

    £28000 - £32000 per annum + Excellent benefits: Ashdown Group: Systems Analyst...

    Ashdown Group: European Recruitment Manager - Cheshire - up to £48,000

    £40000 - £48000 per annum + bonus and benefits: Ashdown Group: European Recrui...

    Day In a Page

    General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

    Chuka Umunna: A virus of racism runs through Ukip

    The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
    Yemen crisis: This exotic war will soon become Europe's problem

    Yemen's exotic war will soon affect Europe

    Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
    Marginal Streets project aims to document voters in the run-up to the General Election

    Marginal Streets project documents voters

    Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
    Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

    The real-life kingdom of Westeros

    Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
    How to survive a social-media mauling, by the tough women of Twitter

    How to survive a Twitter mauling

    Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
    Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

    At dawn, the young remember the young

    A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

    Follow the money as never before

    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
    Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

    Samuel West interview

    The actor and director on austerity, unionisation, and not mentioning his famous parents
    General Election 2015: Imagine if the leading political parties were fashion labels

    Imagine if the leading political parties were fashion labels

    Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence
    Public relations as 'art'? Surely not

    Confessions of a former PR man

    The 'art' of public relations is being celebrated by the V&A museum, triggering some happy memories for DJ Taylor
    Bill Granger recipes: Our chef succumbs to his sugar cravings with super-luxurious sweet treats

    Bill Granger's luxurious sweet treats

    Our chef loves to stop for 30 minutes to catch up on the day's gossip, while nibbling on something sweet
    London Marathon 2015: Paula Radcliffe and the mother of all goodbyes

    The mother of all goodbyes

    Paula Radcliffe's farewell to the London Marathon will be a family affair
    Everton vs Manchester United: Steven Naismith demands 'better' if Toffees are to upset the odds against United

    Steven Naismith: 'We know we must do better'

    The Everton forward explains the reasons behind club's decline this season
    Arsenal vs Chelsea: Praise to Arsene Wenger for having the courage of his convictions

    Michael Calvin's Last Word

    Praise to Wenger for having the courage of his convictions