Orange hijacks Eva posters for ’hello boys’ stunt

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.

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

campaign.



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.



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