L'Oréal Paris 'Casting Crème Gloss' by McCann London

The competition to find a redhead, a blonde and a brunette was launched on 31 October with press ads and a TV spot featuring Cheryl Cole in which fans were encouraged to "cast yourself" by visiting the L’Oréal Paris Facebook page.

An app created by McCann London's creative technology unit allowed the 1,490 applicants to upload their photo and complete the sentence "I love Casting Crème Gloss because…" before the voting began. These fan-generated responses were used in the final campaign.