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Equinox Fitness Sport

Fitness club Equinox looks to spring into 2014 with ad campaign by Wieden + Kennedy


By Ishbel Macleod | PR and social media consultant

January 7, 2014 | 2 min read

Fitness club Equinox has unveiled its 2014 ad campaign, Equinox Made Me Do It, as people start their new year’s resolutions.

The campaign, created by Wieden+Kennedy New York, highlights the results of living a more provoked life, and suggests Equinox gives its members the confidence to stray outside of their comfort zone.

“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.”

The London ad campaign will be featured outside the Equinox Kensington location with three large campaign images lining the walkway to the club in addition to promotion of the campaign across digital, social and print, using the hashtag #equinoxmademedoit.

“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.”

One shot of the campaign features a close-up of a young man with a black eye. Another image captures a nearly naked couple running away in the night.

Equinox Fitness Sport

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