QMS and L’Oréal debut Australia's first 30-second 3D DOOH ad for Kérastase

L’Oréal and digital outdoor media company QMS have partnered to launch a high-impact digital out-of-home (DOOH) campaign for the global release of Kérastase Gloss Absolu, marking the debut of Australia’s first 30-second full motion 3D DOOH advertisement.

The campaign, developed by QMS’ in-house creative division QUBE, is running on the company’s flagship Emporium Melbourne large format digital billboard. The site draws more than 18 million visits annually and has become a hotspot for visually immersive executions.

This marks the second major creative collaboration between L’Oréal and QMS on the Emporium site, following a programmatic high-impact campaign earlier this year for Garnier’s Vitamin C Daily Tinted Fluid SPF50+.

In addition to the 3DOOH feature, the Gloss Absolu campaign also includes creative executions on QMS’ City of Sydney street furniture network. These panels feature an illusion of transparency, continuing the brand’s push for standout visuals in premium urban environments.

Tennille Burt, Chief Marketing Officer at QMS, said the campaign exemplifies what’s possible with DOOH innovation: “Delivering Australia’s first 30-second full motion 3DOOH campaign alongside unique transparent digital panels for this launch demonstrates the potential of DOOH to create truly captivating brand moments.”

“Together with L’Oréal and Wavemaker, we’ve created a campaign that not only stands proudly on the global stage creatively, but drives real audience impact for this exceptional product,” she added.

Gloss Absolunow joins a growing list of brands, including Mazda, Stan, Asahi and Four’N Twenty, to leverage the creative possibilities of the Emporium Melbourne super billboard.

Top image: Kérastase Gloss Absolu 3DOOH campaign at Emporium Melbourne

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