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Equinox heralds new manifesto: ‘We don’t speak January’


By Audrey Kemp, LA Reporter

January 1, 2023 | 3 min read

Equinox‘s largest-ever OOH campaign prioritizes dedication over fleeting New Year‘s resolutions.

equinox manifesto out of home

Equinox's largest-ever OOH campaign promotes longstanding commitment to fitness / Credit: Equinox

Luxury fitness company Equinox today released its largest out-of-home activation to-date and new manifesto: ‘We don’t speak January.’

The national campaign, developed in partnership with independent agency Collins, snubs short-term New Year’s resolutions and encourages constant dedication instead. To hammer the message home, the entire chain is preventing new customers from attaining Equinox memberships on New Year‘s Day.

“We believe January is a farce, laden with mantras and affirmations that are pleasant for three weeks, but never push you further,” says Will Mayer, vice president and executive creative director at Equinox. “Equinox is not buying in. Equinox exemplifies the belief that life is forged at the extremes, and because we are for people who constantly push themselves to those extremes, we can’t in good conscience support the ‘new year, new me’ movement that happens every January.”

The creative also marks a shift from “photographic campaigns to monochromatic messaging that challenges and questions the norms of the wellness industry,” according to Mayer.

Visual elements will appear in various clubs and city streets across the nation, and include messages such as “January promises and doesn't deliver, we don’t speak January” and “January will not text you back next month, we don’t speak January.”

Campaign content will be dissemniated via a New York Times full-page ad, digital, paid social, in clubs, and Equinox’s website and social accounts.

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