The idea behind the spicy Equinox campaign is to have fun, get fit & get into good trouble with your bad self. The campaign creative extends through the summer with pics of on the fly pool parties and a woman escaping her country on a canoe, in style.
The campaign, created by Wieden+Kennedy New York, highlights the results of living a more provoked life. The fee to create these it’s good to be bad scenes is reportedly $8 million. 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.
This year when you get into great shape, you might just get into some trouble. Here, we train not only your body, but your imagination. #equinoxmademedoit
Now… Times have changed. Last year it was time to play and this year they want you to commit. This is the new 2016 #Commit to SOMETHING campaign.
W+K tells AdFreak that the idea of committing only to a workout just wasn’t compelling enough—thus, the larger idea her of committing to life. “It takes shape in different ways for different people,” the agency says. “Committing to a cause. Committing to a belief. Committing to pursuing the almighty dollar. Or even committing to multiple sex partners. The more we stretched the definition, the more interesting the campaign got.”
Klein “helped breathe life in to the various scenarios,” W+K added. “His great eye and the great, skewed twists in all his work helped further elevate the work.”
“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.”
Added 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.”
The campaign, which comes as the gym celebrates its 25th anniversary, broke on Monday in digital, social and print under the hashtag #CommitToSomething. The ads will also be displayed in Equinox locations in New York, Los Angeles, Chicago, San Francisco, Miami, Boston, New Jersey, Texas, Washington, D.C., London and Toronto.
5 top factors Equinox is successful
1. Hot Ad campaigns with a social media savvy approach.
2. Holistic sustainable business model with eco-friendly everything and hip digital hipster- lounge music vibe.
3. Offers top quality celebrity trainers with national presence and full proof workouts.
4. Location , location , location is always on par.
5. Gives Back – keep a charitable focus to help lift brand awareness and continue loyal membership.
Credits: Adweek, Adfreak, Equinox