Creativity

Wonderbra: No Glasses Required

"The client wanted to get away from all the big-boob jokes, which seemed like ads designed for men," says Saatchi & Saatchi/Singapore CD/AD Joel Clement of this print/poster campaign. "So we took the approach that the W

Published on Apr 26, 2007

Editor's Pick

"The client wanted to get away from all the big-boob jokes, which seemed like ads designed for men," says Saatchi & Saatchi/Singapore CD/AD Joel Clement of this print/poster campaign. "So we took the approach that the Wonderbra makes you stand out from the crowd and get noticed." If it seems like these ads should include an insert with 3-D glasses, well, that would surely make them seem designed for men. The object here is "just to show a woman who has more dimension, in a setting where everyone else has less," says Clement. But couldn't the faux 3-D look be construed as a big-boob joke? No, he insists, "because it's the whole woman, the whole person, who appears to stand out and get noticed -- not just her cleavage." Photography by Perth, Australia-based Allan Myles, AllanMyles.com.au.

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About

Credits

Date
Apr 26, 2007
Agency:
Saatchi & Saatchi Singapore
Creative Director:
Andy Greenaway
Creative Director:
Joel Clement
Creative Director:
Steve Hough
Art Director:
Joel Clement
Art Director:
Lydia Lim
Copywriter:
Steve Hough
Copywriter:
Primus Nair
Copywriter:
Roger Makak
Photographer:
Allan Myles
Client:
Wonderbra

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