“New Slaves” by Kanye West (2013)
In 2013, American hip hop artist Kanye West employed urban projection as a marketing tactic for his then-upcoming album “Yeezus”. He staged 66 projections worldwide, in cities such as London, Paris, Berlin, Sydney, Miami and Toronto. I think this project might have benefitted from a more considered use of the projection surface, though this probably wouldn’t have impacted its virality.
More here.