Wieden & Kennedy's Amsterdam and London offices have collaborated to produce the latest UK campaign for Nike.
The print campaign, consisting of booklets and posters, rolls out this week, primarily in consumer magazines. It will target women with a new range of clothes and footwear.
W&K Amsterdam has developed a series of books to launch Nike's Essential Selection. The launch campaign centres around the first book, called The Book of Lies.
The book is being bagged on to Elle and U magazine, is available in Nike stores and in 130 UK gyms. It can also be ordered from the brand's website.
W&K London's brief was to raise awareness of The Book of Lies and the website.
W&K London's managing director, Amy Lawson, said: 'We developed creative to run in women's titles and in gyms, the premier environment for reaching women, when they are at their fullest due to Christmas excesses.'
The five posters depict a number of situations in which women commonly kid themselves about their fitness or weight. One execution shows a woman's feet on a set of scales, another shows a stretch top with the label showing the size 14-16 and underneath the word 'small'. One uses cut-out letters from chocolate wrappers to spell the sentence: 'I only snack on fruit.'
The Book of Lies expands on this with a fictitious letter from a gym manager asking why the member hasn't visited the gym since the induction.
Another page illustrates how women tend to add the time spent thinking about going to the gym to the actual workout time.
'The creative work explores the theme of lies and twists some well-known truths that women will knowingly admit only to themselves or on occasion to their friends,' Lawson says.
The campaign was art directed by Nick Darken and written by Simon Mactaggart. The photographer was Sivan Lewis. Media was planned and bought through MindShare.