This press release was provided by Equinox. The Club Industry editorial staff was not involved in the creation of this content.
Equinox, the leaders in fitness and lifestyle, unveiled today its 2014 ad campaign: Equinox Made Me Do It. The campaign, created by Wieden+Kennedy New York, highlights the results of living a more provoked life. The ads connect the cause and effect of an Equinox workout, asserting that a good workout can be a bad influence.
"We looked to our members as the core inspiration for this campaign," said Carlos Becil, Senior Vice President of Marketing, Equinox. "Grounded in the idea of high performance living, we aim to provide our members with a holistic approach to health, and push them to seek higher goals, disrupt preconceived notions and break boundaries. This campaign embodies that disruptive spirit and speaks to our core audience."
To illustrate the idea that Equinox gives its members the confidence to stray outside of their comfort zone, Equinox pushed creative boundaries with the campaign. Photographed by Robert Wyatt, the imagery is bold and provocative. One shot features a close-up of a young man with a black eye. Another image captures a nearly naked couple running away in the night. The moments captured exude a sense of rebellion. Lowered inhibitions and playful naughtiness are the side effects of living a more provoked life.
Beginning on January 1, Equinox will promote the campaign across digital, social, print and out-of-home. Using the hashtag #equinoxmademedoit across social media, the ads will also be displayed in Equinox locations throughout New York, Los Angeles, Chicago, San Francisco, Miami, Boston, Dallas, Washington, DC, London and Toronto.
"For this campaign we wanted a photographic approach that had a strong sense of narrative and realism," said Stuart Jennings, Creative Director, Wieden+Kennedy New York. "We chose Robert Wyatt as the photographer because he's a storyteller who injects a fashion sensibility into all his work. His ability to capture real, candid moments rather than overly posed situations made him a perfect fit for this campaign."
Equinox has implemented an aggressive expansion strategy, both domestically and globally, to grow its family of brands around the world. With more than 60 clubs across the U.S. and recently opened international locations in London and Toronto, Equinox plans to expand its footprint into new cities in the U.S. and abroad.
Equinox operates 64 upscale, full-service clubs in New York, Chicago, Los Angeles, San Francisco, Miami, Boston, Dallas and Washington, DC, as well as new international locations in London and Toronto. Providing a holistic approach to fitness, the company offers an integrated selection of Equinox-branded programs, services and products, including strength and cardio training, group fitness classes, personal training, spa services and products, apparel and food/juice bars. Since its inception in 1991, Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership and results.
In addition to the Equinox clubs, the company introduced in 2008 the first American outpost of Pure Yoga, Asia's premiere yoga studio and in 2011 Blink Fitness, a new brand of innovative, value oriented gyms. In May of that same year, Equinox acquired SoulCycle, the country's leading boutique cycling operator.
For more information, visit www.equinox.com.
Wieden+Kennedy, founded in Portland, Oregon, in 1982, is an independent, privately held international advertising agency with offices in Amsterdam, Delhi, London, New York City, Portland, Sao Paulo, Shanghai and Tokyo. A full-service, creatively led communications company, Wieden+Kennedy has helped build some of the strongest global brands, including Brown-Forman, Coca-Cola, Chrysler, Delta Air Lines, Electronic Arts, ESPN, Facebook, Heineken, Honda, Kraft, Levi's, Nike and Procter & Gamble.
For more information, visit www.wk.com.