Creating buzz around The Face seemed like an easy task, with Naomi Campbell, Erin O’Connor and Dannii Minogue on board. But in a niche market cornered almost entirely by the Next Top Model franchise, we needed to find a way to reach the key audience in a new and unclichéd way. We headed to London Fashion Weekend with a street team, enlisting the help of expert hair stylists and make-up artists to transform LFWend's street style beauties into runway worthy models. Our photographer then snapped their image (and they got a casting Polaroid to take away!), and the girls were in with a chance of being on a billboard in Westfield and winning a shopping spree with Dannii Minogue. The winner’s image was also featured on the show itself, a huge feat at the time for any social campaign with Sky.