The Home Office has appointed Naked to work on its strategic brief to handle the way passport applications are being processed.
The agency won the business following a competitive pitch held by the COI, but it is not known which other agencies were involved.
The advertising activity is expected to break later this year. A spokesman for the Home Office says that Naked was chosen because the government department required a broad communications strategy rather than simply a straight above-the-line advertising campaign.
The overhaul of the passport application process is intended to combat identity fraud. From the end of 2006, all first-time adult applicants will have to attend an interview to confirm that they are who they claim to be. First-time applicants account for about 75% of passport fraud.
The campaign will inform the public that because of the additional security measures, both the cost and the amount of time it takes to apply for a passport will increase.
The UK Passport Service is in the process of setting up a national network of offices to handle interviews with up to 600,000 first-time applicants a year.
Other changes to the system include the introduction of biometric passports which store the facial image of the holder on a microchip. There are also plans to store fingerprint data, and iris scans are under consideration.
Naked has expertise in creating far-reaching communications strategies and was recently appointed to oversee a similar role for Age Concern.