Eva Herzigova will be appearing in her underwear in bus shelters across
the country in a new ad campaign for the Playtex Wonderbra which breaks
Wonderbra’s two-week Christmas ad campaign is a first for the poster
medium, introducing a radical new 3-D technique that has not been seen
before in the UK.
The campaign is designed around a visual illusion that makes Herzigova
appear as if she is actually standing in the bus shelter.
The photographer, Neil Evans, dismantled a series of Adshel bus shelters
to shoot the background view, and a shot of Herzigova, taken by Ellen
Von Unwerth, was then grafted on to the street scene.
The campaign is the brainchild of Eurospace/TMD Carat, Wonderbra’s media
buying company and the media partner of TBWA, Wonderbra’s creative
Colin Mills, the media director of Eurospace, said that the visual trick
had not been used in the UK before.
Trevor Beattie, the creative director of TBWA, described the campaign as
‘Wonderbra’s Christmas present to the public’.