Almost everything Gooby Silverstein & Partners does is good shit.  This is no exception…while 3D projection has been around for a while now (and over used in my opinion), the idea to let users interact with the project and get benefits out of it is taking the idea a big step forward.  Obviously something like this generates massive unearned media both social and PR.  The integration with digital, on and offline is seamless here. We’re seeing a slice of the OOH digital future. Great job dudes!