WWW.EXPERIENCEWONDERYOU.CO.UK
The website designed by Nathalie Huni of Publicis Net for the latest Wonderbra ad campaign puts a fresh spin on screen culture. Instead of creating another passive eye-candy experience, Huni created a virtual world that focuses its attention on what’s happening in the hot seat—the chair of the visitor—thus making the viewer feel as if it is she who is the center of attention.

“Wonderbra wanted to break through lingerie’s classic communication codes. Publicis Conseil, our above-the-line agency, decided to show the effect provoked by the product on people and not the model wearing it. We called it the ‘wow effect,’” explains Huni. “The brand wanted to take this wow effect online and asked Publicis Net to customize this idea to give it a more interactive and playful twist.

“We decided to give the visitor an insight, a first-person view, of being the focus of the wow effect. We wanted to associate the revelation of the product to a techno-creative solution, ‘the 180 degree effect,’ to maximize the impact of the visual discovery of the model wearing the bras,” she continues.

Huni admits that the development of the website was heavily guided by challenges, the first being a design challenge. “We had to create a user-friendly, yet highly interactive and visually stunning website using only the advertising prints. Then, another challenge, a more intellectual one, was trying to go beyond the picture and start giving lives of their own to the protagonists. It was a great exercise figuring out what intimate thoughts the wow effect triggered on every character present in the ad.” And of course there was the challenge of meeting the very high expectations of the client. “Wonderbra (Sara Lee Europe) is demanding, and they have a very precise idea of how their brand should appear to the public’s eyes. They were eager to innovate, to go further, to push us into finding not just an interactive experience but the interactive experience that best suited this new advertising campaign.”

When asked about her take on the relationship between the content and the design, Huni remarked, “I remember reading a lot of web gurus affirming that ‘Content is king’ on the internet. I think it’s true but I am also convinced that ‘Design is queen.’ And remember that behind every great man is a great woman.” And she’s wearing a Wonderbra.
Melea Britt Alexander

Publicis Net
CREATIVE DIRECTORS: Philippe Simonet, Nathalie Huni
ART DIRECTOR: Marc Guillaumin
COPYWRITER: Gregory Papin
ACCOUNT EXECUTIVE: Arthur Trarieux-Lumiere
PRODUCTION COMPANY: Partizan
CLIENT: Sara Lee Europe
CONTACT: www.publicisnet.fr