'As something of a running obsessive, I must count among Nike's more pernickety target market, yet I can't find anything to complain about in this initiative. I first picked up the Book of Lies in a Nike store. Days later, an associated campaign - based on situations in which women commonly kid themselves about their fitness or weight - hit my local gym. So that sticker on the running machine saying '1km = 1mile' is true and, yes, my abs do look better in that top because the sticker on the mirror says so. An inspired and witty campaign that pushes all the right emotional buttons.'
Medium Books, photographic and ambient media for gyms and a website
Media strategy W&K
Implementation and buying Simon Francis, MindShare
Creative W&K London and Amsterdam
Brief Target women with a new range of clothing and footwear, Nike's Essential Selection.