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Brief Published: 24 Mar 2011

Adidas is All Over it


Sportswear brand Adidas has become the latest company to embrace 3D projection mapping, incorporating it into its impressive All Adidas marketing campaign.

Last week, as part of its All Adidas campaign (see previous thread), the sports brand projected an incredible 3D video onto the face of the historic Pharo Palace in Marseille, France. More than 1,000 people crowded in front of the building to watch the live branding extravaganza, which was also accompanied by a live DJ set.

The past two years have seen a groundswell of brands harnessing projection-mapping technology to create impressive 3D spectacles on the facades of buildings.

Last year, Samsung was one of the first companies to use large-scale outdoor projection, transforming the front of Amsterdam’s Beur van Berlage building into a giant billboard ad using its LED TVs.

In November 2010, Ralph Lauren put on a similarly spectacular show to promote the launch of its digital flagship store, projecting a specially commissioned film onto its storefronts in both London and New York.