The phrase ‘ball of chalk’ is apparently cockney rhyming slang for ‘walk’. It is also the name of a newspaper put together by Wieden + Kennedy’s creative incubator Platform , in conjunction with Newspaper Club.

The phrase 'ball of chalk' is apparently cockney rhyming slang for 'walk'. It is also the name of a newspaper put together by Wieden + Kennedy's creative incubator Platform , in conjunction with Newspaper Club.

The 'ball of chalk' paper takes the form of an analogue augmented reality tour round London's East End – our, er, 'manor'. Here's how it works:

You can pick up your free copy of Ball of Chalk from our reception at 16 Hanbury Street, while stocks last.

Frankly, it was a dark 12 weeks. 

It was, in fact, 84 long days without a Premier League ball being kicked.

But the waiting is over.  The 2009/2010 season has begun.  And with a bang.

To promote Nike’s T90 Ascente, the official Premier League football, we challenged top Nike athletes to state their personal ambitions for the season, putting pen to ball to make those pledges.

We captured these on film and encouraged fans to follow their Manchester United and Arsenal heroes' examples and name their own aims for the season on the Nike Football page of Facebook.  It was all picked up by The Sun and Times Online amongst others.

But it didn’t stop there…

We’ve also produced 2 club-specific films which were posted on football related sites, club blogs and the Nike Football YouTube channel.  There’s been lots of chat around which team and which players will shine this season – some 600 comments logged in just the first 48 hours. 

And it could’ve stopped there. But it didn’t…

At Old Trafford on Sunday, just before Man U kicked off their defence of the title, fans wrote their own pledges for the season on a huge inflatable T90 Ascente ball which went on pitch at half time.  Man United won 1-0 and the ball Wayne Rooney scored with is now in NikeStore Manchester on display.

And if you want to see the T90 Ascente balls all the players signed, head down to the Bootroom in NikeTown London where they are cased in boxes on plinths:

Finally, whilst all the official coverage ends there, only W2O can bring you an exclusive, behind the scenes, 'never released before' shot.  Daz and Stu ‘on set’ with Arsenal's Nicklas Bendtner.

And if any of Nike's top athletes aren’t fit when these two teams face each other on Bank Holiday Monday, we’re assured our creative duo are set for the call up…