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Wonderbra : Publicis Conseil, Paris

Welcome to the “Wow Effect.”

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.

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.
Every woman who opens her favorite magazine will come face to face with a double-page ad with 15 to 20 people staring back at her; she’ll definitely get the impression she’s capturing everyone’s attention when she enters the room, as if she were wearing the Wonderbra herself.

Photography by Vincent Dixon.