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Wonderbra: Big Hands

This rather unusual print campaign, seen only in France, was created to coincide with Valentine's Day when Frenchmen are known to buy lingerie for their sweethearts, according to agency Publicis Conseil. Not that dashing Frenchmen won't do this anyti

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This rather unusual print campaign, seen only in France, was created to coincide with Valentine's Day when Frenchmen are known to buy lingerie for their sweethearts, according to agency Publicis Conseil. Not that dashing Frenchmen won't do this anytime; "If you go to a lingerie department in a big store in France, you will often see women with their husbands or boyfriends," says writer Olivier Camensuli. "In France, it's anything but taboo for a man to tell his wife or girlfriend that he would like her to wear a Wonderbra. That's why we address men here." They were targeted only in a fashion special in FHM, and in a trendy magazine called Double, "aimed at people who are used to decoding slightly more sophisticated advertising language," says Camensuli. Though he feels that "very sexy visuals of women wearing lingerie target both women and men, as far as we know this is the first time Wonderbra has directly addressed men." Photography by Vincent Dixon, www.vincentdixon.com.
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About

Credits
Date
Mar 29, 2006
Client:
Wonderbra
Executive Creative Director:
Olivier Altmann
Art Director:
Fr Royer
Art Director:
Yves Sarhadian
Copywriter:
Olivier Camensuli
Art Buyer:
Soone Riboud
Photographer:
Vincent Dixon
Agency:
Publicis Conseil
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