Nike has become the first advertiser to take up the new 3D digital billboard at Emporium Melbourne, partnering with QMS, Amplify and Mindshare to debut a new campaign celebrating Australian Women's Football team, the Matildas.

Titled 'Winning Isn't For Everyone', the campaign runs from Wednesday 24 July for five consecutive days, aligning with the team's Paris Olympics debut overnight on Thursday. It was created by Nike, with Mindshare as the agency, Amplify as the creative, and QMS QUBE Team handling the 3DOOH.

Nike Brand Director, Nick Atkinson, said: "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. 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."

It marks the first time a brand has had an exclusive full motion 3DOOH takeover of a digital screen for five consecutive days in Australia.

QMS Chief Sales Officer, Tim Murphy, said: "We couldn't be more excited about this partnership with Nike on the launch of their new global campaign. 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. A legendary brand celebrating an iconic team on our state-of-the-art new site is a proud moment for QMS and all eyes will be on this campaign."

The campaign follows the recent expansion of QMS' premium national network, after winning the competitive tender for the addition of two high profile Vicinity Centres sites at Emporium shopping centre in Melbourne CBD.

Mindshare Managing Partner, Peta Southcombe, said: "In pivotal cultural moments like this, the ask of our partners is to help us push boundaries to achieve amazing things for our clients. It's been great to collaborate with QMS to bring this media-first to life for Nike and celebrate the Matildas."