Media creativity was to be the trigger to surprise the public: an entire outdoor billboard (20m²) depicting a girl putting on a Wonderbra was hung at 100 cm from the wall in order to evoke the Wonderbra “effect” in real time, three dimensionally.

As a result, concerning the sales, well they didn't increase dramatically, they remained constant actually.But the action created a kind of buzz, generating sympathy for the brand.