Hair-styling brand GHD is running a £1.2m teaser campaign over the next two weeks to launch special monochrome editions of its GHD IV stylers.
The campaign to support the launch of GHD’s black or white patent gloss stylers poses a series of tongue-in-cheek questions to establish “just how dark or pure” people are.
It evolves to reveal the product, using glossy models shot by celebrity photographer Rankin.
A viral campaign and website encourage users to complete a questionnaire and send the results to friends, who can judge how “angelic or wicked” they are.
The push, created by TBWA/Manchester, will appear across the UK in press, outdoor sites, digital panels and on London Underground’s new cross-track ad system. It is also expected to run in major cities in Spain and Germany. MediaVest handled the media planning and buying.