3D projection is any method of mapping three-dimensional points to a two-dimensional plane. Making everything thus seem 3D!
In May of 2010, Samsung was the first brand to launch a large scale ad using this technology, which they displayed on the Beurs Van Berlage building in Amsterdam, Netherlands. The experience was a spectacular audio and visual presentation taking the viewers into an alternate reality in which the building seems to come to life. Samsung also launched a big viral campaign to support the marketing of this megaprojection event.
Since then, several brands have come up with their own projection stunts. Out of all the copycats out there - I think Adidas did a great job with their 3D mapping display, launched in 2011 on the “Palais du Pharo” in Marseille, France. Amazing stuff....