Wieden + Kennedy New York has finally let go of the Equinox campaign that provoked people with the idea of being naughty (due to the personal confidence acquired through becoming fit) and the line that became a meme.
The agency’s new rationale for the elite gym chain is, “Equinox members live commitment. They are people who tend to be at the top of their industries. Inside the gym they are every bit as passionate. The problem is, the idea of committing to a workout isn’t a particularly sticky idea. What made commitment interesting, was taking the campaign out of the context of a gym.
When it’s more about life than just working out, commit to something takes on a different vibe.”
The new campaign still leads with provocative images, but the intention behind them is more conservative. That’s a plus for the brand. Yes, the images make you stop and look, but they also make you consider.
Considering committing to something is a more palatable line of thought for a fitness brand than rewarding yourself by being bad. Sure, the commitments presented are to lifestyle options and undertakings that are outside the norm, but the intention seems less to titillate and more to underline the strength it takes to make them.
Carlos Becil, executive vice president and chief marketing officer, explained, “This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable.
“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.”
Wieden & Kennedy, New York creative director, John Parker, added, “There seems to be a push for ease and an overall lack of commitment today. These were designed to point out that commitments, not only in fitness but in life, fundamentally define you. It may be hard, it may take time, and you may not always be successful, but dedicating yourself to something is worth it. Because ultimately, the things you commit to, are the things that make you who you are.”
The fashion advertising styled campaign of seven ads was shot by fashion photographer, Steven Klein, over three days in Los Angeles.
It covers print digital, social – using the hashtag, #CommitToSomething – OOH and window displays in Equinox locations in New York, Los Angeles, Chicago, San Francisco, Miami, Boston, New Jersey, Texas, Washington, D.C., London and Toronto.
Credits:
Agency: Wieden + Kennedy New York
Executive creative director: Colleen DeCourcy
Creative directors: John Parker & Sean McLaughlin
Copywriter: Rajeev Basu
Art directors: Mathieu Zarbatany & Alison Joseph (social)
Account director: Casey Jennings
Account supervisor: Kristen Herrington
Brand strategist: Neal Arthur
Content strategist: Matt Simpson
Photographer: Steven Klein
Retouching: Steven Klein Studio
Production Company: North Six
Client: Equinox
Chief Marketing Officer: Carlos Becil
Executive creative director: Liz Nolan
Senior manager, social media: Caitlin Schneider
