The "Wow Effect"

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After a 10-year ad moratorium in Europe, Wonderbra is back in the U.K. and France with a new strategy that doesn't show the product or the wonderfully bra'd woman wearing it. The brief, according to the agency was to position the brand not as "The bra that makes my boobs bigger" but "The brand that makes me sexier." As CD Olivier Altmann explains, "A woman wearing a Wonderbra still gets everyone's attention, but the point is this woman could be every woman-she's there and you know she is, but you don't need to actually see her. In essence, the idea gives each viewer the opportunity to live out the experience that could be hers if only she wore a Wonderbra. Empowered and sexier than ever, she can have it all."

Client: Wonderbra Agency: Publicis Conseil, Paris CD: Olivier Altmann CW: Olivier Camensuli AD: Frederic Royer Art Buyer: Noelle Duperrier-Simond, Soone Riboud Photographer: Vincent Dixon

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