Equinox gym, which is based in New York, has always had close relationships with the LGBT community. Since the company looks to provide an environment that’s “open to all,” one could say that it is “powered” by gay members just as they are powered by their own personal pride and fitness goals.
That’s the theme behind a series of murals created by the client’s AOR Wieden+Kennedy New York, which worked with L.A.-based designer David Flores on paintings in Brooklyn, London and San Francisco.
The work launched recently to coincide with Pride Month. Equinox is promoting the project on its Instagram account with the making-of clip below:
In order to bring more attention to the Brooklyn mural, the company enlisted Laverne Cox of Netflix’s Orange Is the New Black, who earned headlines and further coverage of the #PoweredByPride tag by sharing its image with her one million followers today:
The client plans to release more content throughout the month and donate $1 to the Hetrick-Martin Institute’s Harvey Milk High School in New York and the London charity Pilion trust every time the hashtag is used.
Transgender celebrity Amanda Lepore also stopped by the painting to make her presence known:
…and here’s a clearer view of the work in North Williamsburg (better known as the world’s smarmiest neighborhood).
W+K NEW YORK
Executive Creative Directors: Jaime Robinson, David Kolbusz
Managing Director: Neal Arthur
Creative Directors: Stuart Jennings
Copywriter: Mike Vitiello
Art Director: Cory Everett
Designer: Alison Joseph
Account Team: Patrick Cahill, Jacqueline Ventura, Kristen Herrington, Jasmine Cogdell
Communications Planner: Courtney Bernstein
Lead Community Manager: Matt Simpson
Media Planner: Ritesh Gupta
Director of Art Production: Deb Rosen
Art Producer: Hosanna Marshall, Pietro Clemente
Artist: David Flores
Photographer: Kristin Gladney, Julia Parris
Business Affairs: Keri Rommel, Justine Lowe