I’ve seen references to this as projection mapping, but that implies the visuals are being precisely tuned to the the dimensions and contours of a structure. That’s not in play here, but it is nonetheless very clever and effective.
To celebrate the return of Argentine football superstar Lionel Messi to FC Barcelona for the new season, and hump a new set of shoes bearing his name, Adidas set up high-powered projectors on a vehicle (I assume a truck) and drove the streets of Barcelona, playing video of Messi in action against buildings, cars and anything with a flat surface.
Nice guerrilla marketing, though more people will probably see the viral video than saw the street-level projections (1.5 million views after 2 weeks)..
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.