The bief was to develop an integrated campaign to grow awareness around the Wonderbra brand. The idea is very simple: if a woman wears a Wonderbra and a blouse it could happen that a button pops out and hit someone. From this concept, they realized a viral ad that they split in two (teaser and full version), a special promocard, a mini website (www.wonderbrabutton.it) based on UGS and a fan page on facebook. All these operations work in synergy to spread the concept on all the media involved.

Advertising Agency: Leagas Delaney, Milan, Italy
Creative Directors: Stefano Campora, Stefano Rosselli
Art Director: Luca Lannucci
Copywriter: Fabio Pedroni
Web designer: Luca Fasoli
Photographer: Riccardo Bagnoli
Director: Laura Chiossone
Production Company: Mercurio
Released: April 2009