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Equinox gym reveals powerful 'Commit to Something' campaign featuring model with mastectomy scars

Equinox gym reveals powerful 'Commit to Something' campaign featuring model with mastectomy scars / Equinox

US-based gym and lifestyle brand Equinox has unveiled a powerful 2017 iteration of its 'Commit to Something' campaign which confronts cultural issues in order to encourage people to change their lifestyle in the new year.

The brand's most recent campaign comprises a series of seven images shot by world-renowned fashion photographer Steven Klein, who also worked on the 2016 version of the drive which featured high-fashion model Lydia Hearst breastfeeding twins.

One of the photos features model Samantha Paige (above), who was selected to represent "survival and self-commitment," and is shown exposing her bare chest having undergone a double mastectomy following thyroid cancer and a positive test for for the BRCA1 gene which increases the risk for breast and ovarian cancers.

The fitness chain said that it wanted to tackle the topics rarely addressed in advertising, and as such its first push of the year dares viewers to take a stance and look inward, even if doing so makes them feel uncomfortable.

Carlos Becil, Equinox's executive vice-president and chief marketing officer said: “We’re in the business of changing lives at Equinox, so we’ve learned firsthand that going ‘all in’ on anything—whether it be a workout, a cause or yourself—will undoubtedly get you one step closer to finding out who you really are."

Other highlights of the campaign include an aristocratic woman tending to a greenhouse full of cannabis plants, portrayed by Jessica Stam and a man, obsessed with his own beauty, directing a staff that carefully groom every part of his body, portrayed by Brian Shimansky.

"I view my work through the eyes of a photojournalist, as I draw influence from what’s going on outside my door every day," said fashion photographer Klein who has featured in the likes of Vogue and Interview.

"This approach lends itself naturally to this year’s Equinox campaign, where we’re using imagery to tell highly personal stories and inspire conversation about important issues."

Equinox is also showcasing the campaign across social media using the hashtag #CommitToSomething, while the ads will be displayed in Equinox locations throughout the luxury brand's 86 global locations.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum with a remit to cover the latest developments in social media marketing and wider industry news. Based in Glasgow, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

All by Rebecca