The campaign launched a brand new show called Supernatural. Basically, beautiful women that just happen to be very scary ghosts. The proposition was “Scary just got Sexy”. The offline approach was a fashion shoot of elegantly dressed sexy women, but with a scary twist (ie holding a kitchen knife, one with scaly skin, etc). We couldn’t compete with showing the entire model in beautiful, glossy, full page ads. Instead, we chose to focus on specific parts of the sexy women such as the eyes, lips and cleavage, which at first look sexy, but after user interaction, quickly become scary.