HELLO BOYS (AND GIRLS).
Remember the multi-awarded campaign for Wonderbra by TBWA London? It generated headlines and made its CD Trevor Beatie and model Eva Herzigova famous. It was even voted the most iconic poster of all time by the public. Not so in France. No wonder (no pun intended). The headline ran on three lines and was “transcreated” into a slogan so twisted that I doubt anyone took the time to read it. No award here for trying to decipher its meaning. It said: “Before buying a Wonderbra, m