Wonderbra unveils giant bosom mosaic

The poster is the result of a two-month integrated campaign promoting the new range, which introduces Wonderbra's "uplift" to larger bra sizes.

The poster copy reads: "D -- G. Because we're more than a handful", and is intended to encapsulate both the brand's playful tone and the attitudes of the women who took part in the campaign.

The models for the poster were recruited through a call-to-action for women of all shapes and sizes to attend an open photo shoot. Over 1,000 women turned up at the event; and other women were recruited online via a viral and microsite, also created by Iris, which invited them to email their own photographs.

The microsite also enables users to zoom in on the poster image and view the individual women.

Julia Nolan, Wonderbra's marketing manager, said: "The campaign Iris created has engaged with our audience and got them involved directly with the brand.

"The average UK cup size is getting bigger and we know that Wonderbra girls are proud of their cleavage whatever their size. This campaign has given them the chance to be confident, playful and sexy, be they an A cup or a G cup."

The Ocean Outdoor billboard site was booked by MPG.