W+K NY Unveils Rebellious 2014 Equinox Campaign

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. 

Credits

Print & OOH:

CLIENT                Equinox
PROJECT NAME    Equinox Made Me Do It.
BRIEF    New brand campaign for Equinox.
FORMAT    All print (Outdoor and magazine)
CLIENT CONTACT    Carlos Becil, Liz Nolan, Brooke Travis
LAUNCH DATE    January 1, 2014
DURATION OF CAMPAIGN    January 1 – May 30, 2014

WIEDEN+KENNEDY NEW YORK 
Executive Creative Directors    Colleen DeCourcy, Mark Fitzloff, Ian Reichenthal, Scott Vitrone
Creative Directors    Gary Van Dzura, Stuart Jennings
Copywriter    Nick Kaplan
Art Director    Cyrus Coulter
Designer Director    Serifcan Ozcan
Account Team    Patrick Cahill, Jacqueline Ventura
Creative Services Director    Chris Whalley
Project Manager    Yann Samuels
Art Buyer    Michelle Chant, Molly Dowd, Hillary Frileck
Print Producer    Kristen Althoff
Photographer    Robert Wyatt
Wardrobe Stylist    Simon Robins
Hair Stylist    Owen Gould
Make-up Artist    Jo Strettell
Business Affairs    Quentin Perry
Brand Strategist    Erik Hanson

RE-TOUCHING AGENCY
Agency    Loupe Digital Imaging
Retoucher    Mark Baxter

Video:

CLIENT                Equinox
PROJECT NAME    Equinox Made Me Do It
SYNOPSIS OF SPOT    Mood reel for the Equinox Made Me Do It campaign.
FORMAT    Video
CLIENT CONTACT    Carlos Becil, Liz Nolan, Brooke Travis
LAUNCH DATE    January 1, 2014
DURATION OF CAMPAIGN    January 1 – May 30, 2014

W+K NEW YORK
Executive Creative Directors    Colleen DeCourcy, Mark Fitzloff, Ian Reichenthal, Scott Vitrone
Creative Directors    Stuart Jennings, Gary Van Dzura
Interactive Creative Director    Gary Van Dzura
Copywriter    Nick Kaplan
Art Director    Cyrus Coulter
Head of Content Production    Lora Shulson
Producer    Luiza Naritomi, Kristen Johnson
Brand Strategist    Erik Hanson
Account Team    Patrick Cahill, Jacqueline Ventura
Business Affairs    Quentin Perry

PRODUCTION
Director/Director of Photography    Hugo Stenson

EDITORIAL 
Editorial Company    Rock Paper Scissors
Editor    Carlos Arias
Post Producer    Lisa Barnable
Post Executive Producer    Eve Kornblum
Editorial Assistant    Chris Mitchel (sr assistant) & Alex Liu (assistant)

TELECINE
Telecine Company    Company 3
Colorist    Tom Poole

MIX
Mix Company    Heard City
Mixer    Eric Warzecha
Assistant Engineer    Jeremy Siegel
Producer    Sasha Awn 

FINISHING
Flame Artist    Edward Reina
Flame Producer    Melanie Gagliano
Flame Assistant    Jazmine Venegas

MUSIC 
Music Company    Good Ear Music Supervision
Music Supervisor    Andrew Kahn
Song    Ticket Home
Artist    The Bones of J.R. Jones