Back to 2016, Equinox, with Wieden + Kennedy New York, launches a series of Print, Digital, OOH campaign. The theme revolves around “commitment”, by which they mean not just exercise commitment, but also a variety of aspects in life, such as women’s rights, sexuality and life choices.
This campaign portrays the exact brand idea of Equinox: an obsession for commitment, as explained by Equinox CMO Carlos Becil:
“Equinox is about commitment, we are obsessed with it, and we challenge our members to know who they are and what they want. It’s not just about fitness – it’s about life. The concept of commitment is bold, incredibly powerful, and it’s real, especially in a world today where commitment is lacking.”
Let’s explore these beautifully shot fashion-style ads:
What I love about this campaign and the brand itself is its extremity and obsession, which is an appealing character for a luxury brand. Whether you will love or hate it, there will be no middle opinions. Added to that, these ads do not stop at being promotional ads, but also advocates for the right, the trend which we are witnessing from many popular recent campaigns.
“It is the responsibility of advertising to communicate modern times and social issues,” Klein said in a statement. “This campaign addresses today’s issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative.” – W+K