Wonderbra is launching a campaign to find Britain’s best breasts as it launches its new D to G cup range. A viral, created by Iris, will invite women to become a Wonderbra model.
The campaign, which launches today (June 17), will promote an open-call audition later this month where women can take part in the country’s biggest underwear photo shoot. Each entrant will be individually shot by a top photographer and their images will be used on a mosaic-style billboard ad.
A spokeswoman says that the poster, which will launch in August, will be the “biggest collection of cleavages” in the UK and a “celebration of Britain’s busts”.
The viral, which will be supported by a microsite and print and outdoor ads, shows a montage of objects that represent familiar nicknames for women’s breasts, from puppies to jugs and knockers. It will be seeded through social networking sites and showcased on the website.
Celebrities will also feature in the campaign, with their images used in a Wonderbra for Breast Cancer Care 2009 calendar, with profits going to the charity.
It marks the first time the brand will use consumers in its advertising. Wonderbra built its brand through racy advertising featuring scantily clad models, such as the “Hello Boys” campaign featuring Eva Herzigova. DIM Branded Apparel, the French lingerie company, acquired Wonderbra when it bought Sara lee Branded Apparel in 2006.