Recently revealed in London, is a huge billboard that is a mosaic of photos of women wearing bras – make that the Wonderbra please. The company put out a casting call for women to attend a photoshoot and be photographed proudly wearing a Wonderbra. More than a thousand women attended the event and many more were recruited online. Wonderbra has set up a microsite version of the busty billboard. At the site, one can zoom in on the images contained in the composite mosaic image. Please visit their microsite at www.wonderbra.co.uk/world to explore the possibilities.

The tagline for the billboard (D to G Because We're More Than A Handful) is a little suggestive and a whole lot playful – just like Wonderbra campaigns have always been in the past. The billboard launches a new Wonderbra line of D to G cups. This is a wonderful example of viral marketing and directly involving the customer with the brand.

Dirque du Soleil

He's from the past, so he knows the future...

dirque@erichatheway.com