We covered Adidas and the launch of their All In campaign last week. (Link Here) I’m growing to like the campaign but I’m really interested to see how they maintain momentum towards the Olympics next year via the Rugby World Cup.
I love what they have done here in Paris. Although it feels like something we have seen before with the likes of Ralph Lauren leading the way, this 3D projection certainly helps to build stature behind the campaign. Its certainly got some decent coverage. As with all these sort of things, you had to be there to see it in full effect, but the video does do it some justice.
Another great example is Target’s Kaleidoscope Light Show at The Standard in NYC.
There seems to be a bit of a standard pattern emerging with 3D projections:
- people dancing in windows/playing football in windows
- crumbling of building
- explosion of building
- crowd shot of young cool kids whooping in delight
- disco soundtrack – although Adidas live DJ adds certain cool to it.
The world of 3D projections still feel pretty embryonic, it certainly retains a cool factor and a definitive wow factor, but for how long? Pretty soon are these 3D projections going to be come a standard launch tool for brands? Something that gets ticked off rather than something which creates any value from the short-term buzz they create.
I’ll be tracking Adidas and their All In campaign for the forseeable future so we’ll see what we can learn from their launch. Keep your eyes peeled.
