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Equinox<\/p>\nEquinox<\/p>\n
NEW YORK, NY<\/strong> – Equinox, the upscale fitness and high performance lifestyle leader, unveiled today its 2015 ad campaign: an evolution of last year\u2019s \u2018Equinox Made Me Do It\u2019 narrative, created by Wieden+Kennedy New York. The first iteration of the campaign highlighted unbridled confidence and lowered inhibitions as consequences of a good workout. This year, the campaign builds on that narrative, celebrating the aftermath of an Equinox workout \u2013 pushing boundaries and disrupting preconceived notions \u2013 in a positive, unapologetic way.<\/p>\n Equinox chose to extend the \u201cEquinox Made Me Do It\u201d campaign for 2015 to further explore the consequences of a good workout and examine the feelings associated. The sentiment of the original campaign was core to Equinox, which is why the brand saw an opportunity to evolve the campaign and the stories portrayed. Extreme confidence not only lowers inhibitions, but induces feelings of pride and empowerment \u2013 something that the brand wanted to showcase, and celebrate, this year.<\/p>\n \u201cOur members were the true inspiration behind the Equinox Made Me Do It campaign, and this year we saw an opportunity to evolve the narrative and the stories portrayed,\u201d said Carlos Becil, Chief Marketing Officer, Equinox. \u201cEverything we do at Equinox is grounded in the idea of high performance living, empowering our members to be bold, be risk takers and push their limits, inside and outside of the club. This campaign embodies that pride and the adventurous spirit that speaks to the idea that it’s about more than just taking risks, it’s about owning the consequences.”<\/p>\n Equinox worked with famed British fashion photographer Rankin to create a series of portraits illustrating strong individuals in diverse situations. Inspired by the idea that getting into great shape may get you in to a little trouble, each scenario highlights the energetic, spirited and disruptive stories of people taking pride in the aftermath of a good workout. One shot features a woman with a freshly shaven head, razor in hand. Another image captures a man in women\u2019s clothes, staring proudly into the camera, and yet another depicts a woman with a large parachute trailing behind her. The moments captured convey the confidence and empowerment associated with adventure and risk-taking.<\/p>\n “Having been familiar with the Equinox brand and some of the great advertising they\u2019d done in the past, when I got the call I was excited about the prospect of creating their next campaign as it couldn\u2019t have been closer to my style,\u201d said Photographer Rankin. \u201cThe campaign we\u2019ve created is impactful and a brilliant development for the brand, I\u2019m proud to be part of it.” 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.<\/p>\n","protected":false},"excerpt":{"rendered":" NEW YORK, NY<\/strong> – Equinox, the upscale fitness and high performance lifestyle leader, unveiled today its 2015 ad campaign: an evolution of last year\u2019s \u2018Equinox Made Me Do It\u2019 narrative, created by Wieden+Kennedy New York. The first iteration of the campaign highlighted unbridled confidence and lowered inhibitions as consequences of a good workout. This year, the campaign builds on that narrative, celebrating the aftermath of an Equinox workout \u2013 pushing boundaries and disrupting preconceived notions \u2013 in a positive, unapologetic way.<\/p>\n","protected":false},"author":1,"featured_media":138,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[23,22],"_links":{"self":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts\/137"}],"collection":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/comments?post=137"}],"version-history":[{"count":1,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts\/137\/revisions"}],"predecessor-version":[{"id":141,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts\/137\/revisions\/141"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/media\/138"}],"wp:attachment":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/media?parent=137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/categories?post=137"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/tags?post=137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}