nike lies
let’s empower girls, and lots of them. by encouraging them to embrace the emotions that are often seen as negatives.
“the book of lies” was the first of 4 conceptual books that launched a women’s brand for nike across EMEA plus parts of Russia. for each book, we also created a guerrilla campaign (stickers, graffiti, t-shirts, etc.) and briefed a web agency to digitize the concept. the project was named by Campaign Magazine as one of the 10 best that year; it won many other advertising and design awards, and was used by marketing professors as an example of modern advertising.
up to 23 million books were printed and distributed in total.
the launch of nike women’s was as important to the business as the launch of nike football.
