Kuala Lumpur drivers were confronted in 2003 by a billboard with half an advertisement for wonderbra, without the bra, all in the cause of early detection of breast cancer. On the left hand side the text reads, “A regular mammogram scan can save you from breast cancer. For more information, call Thompson Lab at 7585 2588″.
The campaign was developed at Malaysian advertising agency Grass, by creative directors Herbie Phoon (copywriter) and Kok Keong (art director), with photographer Lim Studio/Alex Tow.
The campaign won a Bronze Lion at the 2004 Cannes International Advertising Festival.