The ask: Make TRESemmé’s sponsorship of Mercedes-Benz Fashion Week more meaningful and better connect the brand to the event.The idea: Give TRESemmé fans and woman everywhere a peek inside Fashion Week’s tents with a truly interactive experience.The work: A city-wide OOH campaign — including bus shelters, newsstands, scooters and run-and-gun projection videos — gave women exclusive access to the behind-the-scenes action at fashion’s biggest week via QR codes and TRESemmé’s first ever foray into a mobile web presence showcasing their sponsorship of the event.The result: The most interactive campaign the brand has ever done, a place in the heart of fashionista’s everywhere, Facebook “likes,” Twitter recognition and a lasting mobile web presence.The effort helped to make the Spring 2012 Mercedes-Benz Fashion Week the most lucrative sponsorship year for TRESemmé yet, as well as create a halo over the brand — further reinforcing their professional heritage and place in the world of fashion.