Nike has launched its Winning Isn’t For Everyone campaign in time for the Paris Olympics, celebrating Aussie women’s football team, the Matildas. The campaign – the first to feature on the new Emporium site – stars full-motion 3DOOH via outdoor media company QMS, with creative by Amplify and media by Mindshare.
The campaign went live on Wednesday 24 July, and will run for five days, taking over QMS’ new digital large-format site at Emporium Melbourne, in the heart of the city’s retail precinct. This marks the sports brand‘s first partnership with QMS.
“We’re always seeking out new and innovative ways to tell our most powerful stories with impact in sport, and are excited to create a new platform for such an incredible team.” Nike brand director, Nick Atkinson, said.
“Being able to support the Matildas and Football Australia using full motion 3DOOH at scale has enabled us elevate our creative approach and we’re excited to see the reaction from the audiences.”
QMS confirmed Nike is the first brand to use the Emporium screen, with chief sales officer Tim Murphy noting: “Not only is Nike the first to use our brand new iconic Emporium screen, but they’re also the first to have an exclusive full motion 3DOOH takeover of a digital screen for five consecutive days anywhere in Australia.”
The new screen was announced in July as QMS extended its partnership with retail property group Vicinity Centres to include two high-profile sites at Emporium Melbourne. The Emporium Swanston Street location features a higher-definition screen that is 75% larger, offering 455 square meters of unobstructed viewing.
Mindshare managing partner, Peta Southcombe, added of the new work: “In pivotal cultural moments like this, the ask of our partners is to help us push boundaries to achieve amazing things for our clients.”
The campaign follows QMS winning the tender to manage the external digital large format billboards for Vicinity Centres at Box Hill Central and The Glen in Victoria, as well as Eastlands in Tasmania, in June this year.
See also: QMS and Vicinity Centres expand partnership, adding two sites to Emporium Melbourne network
Credits:
Client: Nike
Campaign: Winning Isn’t For Everyone
Agency: Mindshare
Creative: Amplify
3DOOH: QMS QUBE Team