W+K's New Ads for Equinox Show Wild Visions of What Your 2016 Should Look Like

Equinox is back with another striking print, digital and outdoor campaign from Wieden + Kennedy New York that looks more like fashion advertising than something a gym, even a high-end one, would put out. And the concept goes well beyond workouts, too, pushing the concept of "commitment"—not just in exercise but in life. Fashion photographer Steven Klein shot the seven new ads over three days in Los Angeles. They celebrate various forms of commitment, Equinox says, in socially relevant areas like activism, sexuality, lifestyle choices and women's rights. The brand says the images range "from a young mother unapologetically breastfeeding in public (portrayed by Lydia Hearst), to an activist who is seen fearlessly taking a stand for her cause (featuring Bianca Van Damme, daughter of Jean-Claude Van Damme), to a male cheerleading champion who wasn't threatened by a stereotype and dedicated himself to winning in his own way (featuring MMA fighter Alan Jouban). All vignettes are a virtuous expression of taking deliberate action, of going 'all in.' " W+K tells AdFreak that the idea of committing only to a workout just wasn't compelling enough—thus, the larger idea her of committing to life. "It takes shape in different ways for different people," the agency says. "Committing to a cause. Committing to a belief. Committing to pursuing the almighty dollar. Or even committing to multiple sex partners. The more we stretched the definition, the more interesting the campaign got." Klein "helped breathe life in to the various scenarios," W+K added. "His great eye and the great, skewed twists in all his work helped further elevate the work." "It is the responsibility of advertising to communicate modern times and social issues," Klein said in a statement. "This campaign addresses today's issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative." Added Equinox CMO Carlos Becil: "Equinox is about commitment, we are obsessed with it, and we challenge our members to know who they are and what they want. It's not just about fitness - it's about life. The concept of commitment is bold, incredibly powerful, and it's real, especially in a world today where commitment is lacking." The campaign, which comes as the gym celebrates its 25th anniversary, broke on Monday in digital, social and print under the hashtag #CommitToSomething. The ads will also be displayed in Equinox locations in New York, Los Angeles, Chicago, San Francisco, Miami, Boston, New Jersey, Texas, Washington, D.C., London and Toronto. CREDITS Client: Equinox Project: Commit to Something Format: Print, Out-of-home, Digital, Social, In Club (windows/displays) Chief Marketing Officer: Carlos Becil Executive Creative Director: Liz Nolan Senior Manager, Social Media: Caitlin Schneider Manager, Social Media: Carly Roth Senior Manager, Studio Services: Gisela Delgado Print Production Assistant: Lisa Day Senior Manager, Brand Communications: Ashley Anderson Assistant Marketing Manager: Kathryn Morgan Agency: Wieden + Kennedy, New York Executive Creative Directors: Colleen DeCourcy Creative Directors: John Parker & Sean McLaughlin Copywriter: Rajeev Basu Art Director: Mathieu Zarbatany Art Director, Social: Alison Joseph Director of Art Production: Deb Rosen Photographer: Steven Klein Account Director: Casey Jennings Account Supervisor: Kristen Herrington Account Executive: Jasmine Cogdell Project Manager: Danielle Rounds Business Affairs: Keri Rommel, Lindsey Timko Brand Strategist: Neal Arthur Content Strategist: Matt Simpson Community Manager: James Williams Designer: Design Director: Serifcan Ozcan; Designer: Brian Metcalf Media Director of W+KNY: David Stopforth Group Media Director: Ryan Haskins Media Supervisor: Courtney Bernstein Media Platforms: Yoni Freedman Photographer: Steven Klein Photographer's Agent: Art Partner Stylist: Mel Ottenberg Set Designer: David White Retouching Agency: Steven Klein Studio Production Company: North Six Executive Producer: Jordanna Vogel Line Producer: Kellie Tissear

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W+K's New Ads for Equinox Show Wild Visions of What Your 2016 Should Look Like

As long as you 'commit to something'

Tim Nudd

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Tim Nudd