We have subsequently had to eat a portion of humble pie (as it happens, the avoidance of pie eating is the purpose of the campaign, which aims to encourage active pursuits), having discovered the lengths the team at Nike agency Wieden & Kennedy went to create a set of limited edition prints that were genuinely printed using people power.

The prints were created using a series of Heath Robinson-esque devices powered by famous Turkish athletes. Cycle power is used to move the sheets through the process and the print techniques include: punch power to press a design onto the page using a punchbag; a type design created as skateboard wheels covered in UV ink travel across the paper; an unusual form of inkjet where metallic powder is ‘puffed’ onto the passing posters after runners break through a laser beam; an embossed Nike swoosh formed via a press-up; and ‘slam dunk letterpress’ using a basketball hoop.

You can see the video here: www.nike.com/hareketetistanbul. Given the health and safety ramifications we have to say ‘just don’t do it’ for those tempted to try these antics in their own pressrooms. But it is all very cool.