US gym chain, Equinox, has been on an interesting journey following, or perhaps even leading, the progression of fitness form something you added onto life to something that’s part of life.
Gone now is Wieden + Kennedy’s provocative advertising of 2015:
Gone too are its more complex, more sophisticated ways of glueing itself to the ideal of commitment:
Wieden + Kennedy NY: Equinox provokes a new kind of commitment
Equinox has maintained its traditional timing though, focussing its marketing in new year’s resolution month. This year’s work has something of a Nike meets Adidas feel. It’s an art film, that calls on the creators to “live like its art”… to “live better”, “strive harder”, “be bolder”, “explore further”, “dream bigger”, “climb higher”.
The new campaign puts Equinox’ original mantra, It’s not fitness. It’s life, front and centre, no doubt aimed to help the brand continue to expand its lifestyle footprint with the launch of Travel Experiences and Equinox Hotels, among other 2019 initiatives. It also continues the brand’s dedication to NOT showing people working out in its gyms.
“As we continue to lead and disrupt the category we singularly defined, the enduring resonance of It’s Not Fitness. It’s Life is a true testament to the power of our unwavering commitment to empowering our community to maximize their potential,” said Vimla Black Gupta, chief marketing officer, Equinox.
“The Life film represents our next chapter in defining Equinox’s excellence and far-reaching impact that goes beyond our clubs and properties.”
The film was directed by fashion photographer and director, Nick Knight.
“Knowing that the articulation of LIFE itself is not an easy brief, I was excited to collaborate with Nick Knight because his whole body of work is about using the visual to explain the emotion of a moment or concept,” added Elizabeth Nolan, executive creative director, Equinox.
“Equinox exists to enable people to maximize the potential within themselves, and the brand has always expressed itself by showing the world an image not of what we do—but of why we do it.”
https://youtu.be/L8EG_EON0bY
Each of the elements of life is represented by one inspiring talent – spirit by Ciara; energy by runners and parkour athletes, Chase Armitage, Chris Lodge and Joe Scandrett; light by model, Maria Borges; water by models, Hannah Ferguson and Richard Ampaw; love by Jazzelle Zanaughtti her partner, Sadiq Nasir; life by ballet dancer, Sergei Polunin; voice by musician, Saint JHN, who delivers the voiceover.
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