The ‘models’ for the billboard were recruited via a call to action for women of all shapes and sizes to attend an open photoshoot. More than a thousand women attended the day, while further girls were recruited online via by a cheeky viral and a microsite (www.wonderbra.co.uk/world), also developed by iris, that allowed them to email their own photo to join the billboard images.
The microsite also plays host to an online version of the billboard advert that allows the models to zoom in to see themselves and to share their ‘Eva moment’ with their friends and family.
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