Exclusive: Wonderbra campaign fully supported by Iris Manchester
Wonderbra has launched a new billboard campaign featuring thousands of women proudly showing their cleavage, which is the culmination of a two month campaign to launch the company’s new D-G bra range.
The campaign, launched today in central London, features the close up of a bust, which is actually a mosaic of images of those who participated in the campaign.
The advert uses the strapline “D-G, Because we’re more than a handful’.
Those posing in the advert were recruited online for the photoshoot which aimed to feature women of ‘all shapes and sizes’ through a viral and microsite, also developed by Iris. Through this they were able to email their own photo for selection.
The overall campaign has included outdoor, digital, PR and creative work from Iris, with the billboard site at Tottenham Court Road, central London provided by MPG and Ocean Outdoor.
Pete Armstrong, creative director of Iris, said; “Wonderbra has a fantastic creative heritage and they’ve tasked us with bringing that slap bang up to date. In today’s environment it’s important to engage directly with the audience and get them involved with the communication process where possible. At iris delivering big ideas across a number of marketing channels is central to what we do, so this billboard is in fact the fruition of an integrated campaign from our PR, digital, experiential and creative teams.”
Julia Nolan, marketing manager for Wonderbra, said “The campaign iris created has engaged with our audience and got them involved directly with the brand. The average UK cup size is getting bigger and we know that Wonderbra girls are proud of their cleavage whatever their size – this campaign has given them the chance to be confident, playful and sexy be they an A cup or an G cup.”