Wonderbra is the lingerie brand with an emblematic product: the push-up. But who knows that Wonderbra is not a one-product brand but offers a varied product range? Its new campaign, Wonderbra Decoder, is the very first lingerie campaign that presents the model... with clothes on! , With help from a key feminine accessory, the smartphone, it lets you "decode" Adriana's silhouette in print, outdoor advertising and on YouTube.

Launch the campaign
Published
November 2012
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The Story

Wonderbra is the lingerie brand with an emblematic product: the push-up. But who knows that Wonderbra is not a one-product brand but offers a varied product range? Its new campaign, Wonderbra Decoder, is the very first lingerie campaign that presents the model... with clothes on! , With help from a key feminine accessory, the smartphone, it lets you "decode" Adriana's silhouette in print, outdoor advertising and on YouTube.

People who have downloaded the app hold their smartphone over the code down the side of special prints, creating “x-ray vision”: the model's clothes disappear, leaving her in the underwear. The app also synchronizes with a YouTube video in HD thanks to a ultrasonic sound system revealing Adriana in the smartphone.

The Technology

The Results

It’s a campaign not only about a seducing model, but about a detailed presentation of the full product range and what they look like on a woman's body. In 20 days, from the 2nd to the 22nd of October 2012, the results spoke for themselves: worldwide media coverage from France to Japan, more than 90,000 apps were download; close to one million views of the videos of the app (700,000 on YouTube, 400,000 on Vimeo).

350

total hours spent on this project

160

total cups of coffee drunk

80

total hours of missed sleep

Launch Date Oct. 2, 2012