3D is used for some interesting marketing, via this clever film by Unilever's Axe and Ponce Bueunos Aires. Using stereoscopic 3D technology, the film above was shown, promoting a new product concept, Axe's "Young/Mature," working from the insight that men often, apparently, debate over what's better: young women, or mature women. If you can forgive how annoying that actual question is to the women themselves, the film is actually quite creative, creating two simultaneous stories, with audiences picking which one they wanted to watch (and which women they wanted) by closing an eye. We'd like to see the reactions of the girlfriends in the audience.
Creativity featured something similar earlier with Colenso BBDO's "Pedigree Adoption Drive," where cinemagoers picked one of two types of glasses, and depending on their choice, were shown a different film. If you picked the yellow glasses, you chose to donate to the cause of rescuing abandoned dogs, and were shown a film featuring a lucky pooch. If you picked red, another film showed the same dog, who ended up in much more unfortunate circumstances.