The campaign's strapline is ‘D-G. Because we're more than a handful'. The billboard image is a close-up bust, which is a mosaic image of more than a thousand women who were photographed during an open photoshoot for women of all shapes and sizes. Iris developed a microsite that allowed them to upload their own photo to be included in the billboard image. The microsite also allowed models to zoom in to images and forward them to family and friends.
Iris director Natasha Williams said: "For brands to really reach their consumers, campaigns have to be designed to make the experience meaningful. Our activity has been centred on using the playfulness of the Wonderbra brand to engage with our audience through a range of communication channels, and involve them within the Wonderbra experience. The final billboard is the culmination of this with 8,000 images showing fun, flirtatious and confident Wonderbra girls being their sexy selves."
Wonderbra marketing manager Julia Nolan added: "The campaign Iris created has engaged with our audience and got them involved directly with the brand."