Orange, Campaign’s Advertiser of the Year in 1996, is hijacking the
original ’hello boys’ Wonderbra poster starring Eva Herzigova, as part
of an innovative media blitz through WCRS.
Two days after pasting up the Herzigova posters at 250 48-sheet sites
around the country, WCRS will slap a smaller poster, featuring the
simple orange-on-black message, ’covered’, on to the model’s chest.
Aimed at reminding the public that Orange’s digital service now covers
92 per cent of the UK population, the stunt will be followed by tight
clusters of 48-sheet sites bearing the word ’covered’, while other
billboards at sites out of London will be shrouded in black tarpaulins
to drive home the point.
The stunt has been approved by Wonderbra and Trevor Beattie, the former
creative director of TBWA, who was involved in the original bra
WCRS, which planned and bought all media, is also wrapping the magazines
of most Saturday and Sunday newspapers with the ’covered’ message, and
has also booked ad space near or on the front of most daily newspapers
during next week.
All the executions were devised by the copywriter, Darren Bailes, and
the art director, Alan McCuish.