Projecting video on a wall is nothing new. We've seen logos, bat signals, and other sorts of advertisements laid upon the sides of towering buildings. However, when applied in such a fashion as the video above, it becomes more.

It isn't some 15 second spot but something deeper. It's pure aesthetic benevolence captivates on such a sweet hypnoticism, that you don't feel that urge to reach for that remote, or disable that pop-up. You sit and ENJOY it.

It's not shoving the same product info fodder we've heard before, its not paralelled by a demanding voice-over, nor cheapened by an illegible disclaimer - it communicates solely on the plane of visually pleasing art and animation.

Now take that vehicle and apply toward the first product you can think of. Take the logo, take the color scheme, apply it with animations that directly connect with the identity of the product - What do you think the outcome would be if it were staged downtown? Outside a museum or concert hall? If you can both entertain and instill a new feeling of inspiration and awe into the customer, why wouldn't they be more inclined to buy that product?

To have a large scale video signage, or what I'm dubbing as a "Digital Happening", that product would have more of an impact on the masses based on its viral marketing alone. Potential customers were out in the world, living their lives, and randomly encountered this - therefore feeling lucky/excited that they could be part of a fleeting experience such as this.

Word of mouth is passed. Mobile video and pictures are uploaded. Internet buzz spreads like wildfire. Sales are up.

You're welcome.