Tresemme showcased the positioning of their product through alignment with the Project Runway show. The communications task was to share these benefits with viewers at home and bring a little glamour to everyday life. An integrated TV and print campaign ran across mainstream media and was supported by a digital application that allowed viewers to 'try on' hairstyles as featured on the show using a photo of their own face as a start point. These pics were then uploaded to an online gallery and rated by users to win Tresemme prizes.
