VBS. Visible Bra Strap. It’s the new VPL. A curse for women everywhere. It’s one of those things that inspired Wonderbra to create multi-plunge; a bra you can wear 100 ways… whatever your outfit. But we needed to get the message and the brand out there. Sometimes the best PR ideas can be the most obvious and get the most cut through. 100 stunning women outside the National Portrait Gallery in 100 bras showing off 100 unique looks. GMTV, The Sun, The Daily Mail, The Star. Great coverage guaranteed. Best of all we turned in an ROI of 30:1 and the product sold out within days of the PR deluge. Uplifting indeed!