US Fitness chain, Equinox, built its following with the help of several series of rebellious and provocative ads by Wieden + Kennedy.
Now it’s all grown up. A complex of many fitness brands including hot trend, SoulCycle. Its advertising is also grown-up – provocative in a sophisticated manner – and far more complex.
The new campaign by Wieden + Kennedy New York is a collection of objects. Objects that stand for commitment while they overturn how luxury is viewed.
The objects, designed by fashion leaders selected by stylist, Mel Ottenberg, are not for sale. Rather, each represents a real-life story of commitment. The Truth Lipstick, for example, represents the story behind commitment that The Washington Post’s journalist hold to the truth.
Here is the entire collection and its accompanying story:
The Truth Lipstick: Made from blank newspaper pages from The Washington Post. Symbolises the organization’s commitment to free press and journalistic integrity. Lipstick Case designed by Mel Ottenberg.
The Law Suit: Designed by Eckhaus Latta, and made from case files of lawyer James Thornton, founder of nonprofit ClientEarth who, over four decades, has committed to fighting for the environment because it can’t fight for itself. Symbolises Thornton’s commitment to solving the greatest challenges faced by our planet.
Stonewall Stilettos: Designed by Shayne Oliver, and made from the actual pleather from the banquettes at The Stonewall Inn. Symbolises the commitment of early activists fighting for LGBTQA rights.
The Shades of Humanity: Designed by Adam Selman, and made from the camera lens of 2016 Instagram photographer of the year, Ruddy Roye. Symbolises Ruddy Roye’s commitment to capturing the stories that often go unseen.
Eau De Blood, Sweat & Tears: Bottle designed by Rafael de Cardenas/Architecture at Large with a custom scent by 12.29, the fragrance was infused with the actual DNA of Kathrine Switzer, the first woman to run the Boston Marathon. Symbolises Switzer’s commitment to equal rights for all female athletes.
The Scrubs Sweatsuit: Designed by Off-White’s Virgil Abloh, and inspired by the workwear of dedicated oncologists like those at Memorial Sloan Kettering, who patient by patient, are committed to fighting the war on cancer daily.
The Real Camo Jacket: Designed by Y/Project (Glenn Martens) and made using actual material from the uniforms of four Heroes Project veterans, celebrating our partnership with the Heroes Project. Symbolises The Heroes Project’s commitment to wounded veterans, who changes lives by empowering and enabling these veterans to climb the world’s seven summits. Materials donated by Charlie Linville (Jacket from his Battle Dress Uniform, including name patch, piece of his boot that he was wearing when he stepped on an IED and lost his leg, piece of rope that went to the top of Everest, belt buckle from dress uniform); Brad Ivanchan (belt when in combat); Carlos Torres (Jacket from his BDU’s, including his name patch); Kionte Storey (Bracelet from when he was in combat)
“The concept of commitment is central to the Equinox mission, and we proudly celebrate it every day as we empower each member of our community to maximise their own personal potential,” stated Vimla Black Gupta, chief marketing officer, Equinox Fitness Clubs.
“We’re living in a time where commitment has become a relative rarity, so the stories we’re sharing as part of this year’s campaign feel especially important as a catalyst for inspiring others to accomplish their own goals—both inside and outside the four walls of our clubs.”
“As a brave brand, this year’s campaign pushes well beyond two-dimensional images to create deeper, narratives around the world’s most valuable resource—but nothing is as it seems,” added Elizabeth Nolan, Equinox executive creative director.
“Commit to Something has now evolved from a provocative idea into a cultural movement, so we’re inviting audiences on a meaningful journey to challenge their own definitions of luxury and its significance in their lives.”
Several of the items from the collection will be auctioned off throughout 2018, with proceeds donated to nonprofit organisations of importance to the people and organisations behind each. These will include Equinox’s long-time charitable partners, Memorial Sloan Kettering Cancer Center and The Heroes Project.
Where Equinox’ Commitment mantra came from:
Credits:
Agency: Wieden + Kennedy New York
Executive Creative Director: Karl Lieberman
Creative Directors: Sean McLaughlin, Jaclyn Crowley
Copywriters: Ian Hart & Matt Spicer
Art Directors: Jessica Shriftman & Molly Jamison
Head of Integrated Production: Nick Setounski
Content Producer: Jordan Leinen
Head of Art Production: Deb Rosen
Art Producer: Yukino Moore
Executive Interactive Producer: Jen Vladimirsky
Brand Strategists: Brandon Thorton & Aya Wantanabe
Social Strategists: Jessica Breslin & Liz Lightbody
Account Team: Samantha Wagner, Jasmine Cogdell & Lee Ford
Associate Media Planning Director: Neil Sawhney
Head of Project Management: Yann Samuels
Designer: Nathan Dalessandro
Traffic Director: Sonia Bisono
Business Affairs : Lindsey Timko & Carla Curry
Production (Video)
Production Company: Joint
Director: Jihye
Senior Producer: Michelle Carman
Line Producer: Jihye
Production Supervisor: Sergio Vaccaro
DOPs: Frances Chen & Allison Anderson
Editing company: Joint
Editor: Robert Broadhurst
Editor (Social Videos): JK Carrington
Senior Producer: Michelle Carman
Producer: Renee Haar
Design, Animation & VFX: Dustin Bailey, Keaton Tips & Damian Riddell
Editorial Assistant: Andrew Barell
Production (Photography: Print & OOH)
Photographer: Steven Klein
Production Company: Lola Productions
Executive Producer: Caroline Stridfeldt
Retouching : Dtouch NYC
Production: (Video: Photography Still Life)
Director & Photographer: Toby McFarlan Pond
Agency: Peter Pugliese @ WELCOME MGMT
Producer: Kate Olma
Assistant Director: Jeff Jeppesen
DOP: Trevor Owsley
Production: Website
Production Company: MediaMonks
Project Manager HQ Amsterdam: Erik-Jan ten Brinke
Operations Manager NY: Rogier van Orden
Producer NY: Jerome Madlambayan
Creative Direction: Gradwell Sears
UX: Elena Hansmann & Bjorn Rodermond
Design: Damian Lettiero
Animation: Vincent Mei & Tom Kamps
Development: Niels Otterspoor, Jose Luis Barreche & Joey de Vries
