IDEA: A Wonderbra poster gets stuck halfway its scrolling panel, at the height of the model’s breasts, comes down and rises up, again and again.STRATEGY: Show the effect of Wonderbra push-ups by playing with the medium itself. On our demand street furniture manufacturer JCDecaux wrote a programme to automatically stop the Wonderbra scolling panels halfway. A film was taken in situation and posted on youtube.RESULTS: It became quite a hype with more than 2 million views in 2 weeks time. Numerous blog advertising sites placed the film on their site.The enclosed graph shows the popularity of the word name Wonderbra on blogs these last 6 months.

A Wonderbra poster gets stuck halfway its scrolling panel, at the height of the model’s breasts, comes down and rises up, again and again.

Communication goal was to increase awareness of the brand. We do not have assessed results yet but the whole investment of the campaign was so low that is already proved that we maximised the amount invested.