In the U.K., Wonderbra unveiled its first 3-D billboard that launched an integrated campaign to promote its new, Full Effect bra. The 48-sheet poster, at Waterloo Rd. in London, features well-endowed Brazilian model Sabraine Banado and the strapline "Experience the full effect." Though the billboard appeared blurry without special 3-D glasses shaped like a bra, Londoners had no trouble seeing it. Britain s Institute of Advanced Motorists issued a warning about distracted motorists, but, so far, no accidents had been reported.
The campaign, created by iris, a London-based agency, plunged into brand-engagement initiatives that encouraged participants to enjoy the “full effect of your life,” such as a week’s internship as a fashion journalist at Cosmopolitan.co.uk, shadowing Grace Woodward of “Britian’s Next Top Model,” or exploring the mind of a fashion buyer on a trip to Paris with vintage site WeLoveVintage.
To launch the billboard, street teams of models attired in Wonderbras handed out glasses to passersby who approached the billboard, located near the Waterloo train station.
Iris team players included account directors Laura Mahon and Jane Walton; the creative team Shaun McIlrath and John Murphy; and producers Phil Smart and Guy Cain.