Instead of Just Ads, Equinox Made Crazy Luxe Products That Tell Their Own Story This New Year's

So, you put on a few pounds over the holidays. What would it take to entice you to work off that festive flab at high-end fitness club Equinox? How about a sweatsuit stitched together from surgical scrubs? Or cologne infused with the DNA of a marathoner? Or would lipstick made from the pages of the Washington Post put a smile on that kisser as you hit the treadmill? Those unusual items are featured in "Commitment, a Collection by Equinox," the chain's latest provocative campaign from Wieden + Kennedy in New York. "Commitment" has been the brand's watchword in its past unorthodox advertising, but this year's push takes the concept to a whole new level, creating seven actual one-of-a-kind luxury goods which, we're told, were "inspired by the passion and persistence of some of the most committed people and organizations on earth." You'd think gym advertising would show close-ups of taut abs and tight tushes, but maybe a little subversive social commentary will help lure bodies through the door. Curated by stylist Mel Ottenberg, A-List designers such as Virgil Abloh, Shayne Oliver and Eckhaus Latta contributed to the project, and the items they created look pretty darn snazzy. [kickout id="1"] To be clear, these pieces are NOT for sale, though some will be auctioned off to raise funds for nonprofits. Mostly, they serve as props in W+K's wide-ranging promotional effort, which includes stylish monochrome images by Steven Klein, who has photographed campaigns for Calvin Klein, Dolce & Gabbana and Louis Vuitton. His work for the Equinox campaign riffs on classic fashion/luxe advertising tropes, and will grace digital, out-of-home and in-club media: • The Truth Lipstick: produced, in part, from the pages of the Washington Post to reflect the organization's commitment to press freedom. [kickout id="2"] • The Law Suit: made from the case files of attorney James Thornton, founder of nonprofit ClientEarth, symbolizing his commitment to solving global environmental challenges. [kickout id="3"] • Stonewall Stilettos: sculpted from remnants of the Stonewall Inn to honor activists fighting for LGBTQA rights. [kickout id="4"] • Shades of Humanity: sunglasses fashioned from the camera lens of Ruddy Roye, Instagram 2016 photographer of the year, who captures images that might otherwise go unseen. [kickout id="5"] • Eau De Blood, Sweat & Tears: a fragrance infused with the DNA of pioneering female athlete Kathrine Switzer, the first woman to compete in the Boston Marathon. [kickout id="6"] • The Scrubs Sweatsuit: made from the workwear of medical researchers on the front lines of the war against cancer. [kickout id="7"] And, most moving of all … • The Real Camo Jacket: symbolizing The Heroes Project commitment to wounded veterans, this item includes materials donated by those who served in our armed forces, including ex-Marine Charlie Linville, who supplied a piece of the boot he was wearing when he stepped on an IED during a tour of Afghanistan and lost part of his leg. He later became the first combat-wounded veteran to scale Mt. Everest. A piece of the rope that helped him reach the summit is also part of the fabric. [kickout id="8"] "One of the things we got a lot of great feedback on with last year's work were the stories revolving around real people," W+K creative director Sean McLaughlin tells Adweek. "So, we starting asking, 'Who best embodies commitment in a world where commitment is often lacking?' Pretty soon, some contenders emerged. You've got outnumbered pro-bono lawyers. Doctors facing insurmountable odds. Journalists in the era of 'fake news.' Those fighting for gender and sexual equality." Putting together such a multifaceted and novel campaign presented plenty of challenges. "Getting the original vinyl we had torn from the Stonewall benches to its destination so we could fabricate the stilettos turned out to be not so easy," McLaughin says. "Our first try got lost by FedEx the day before production started. Ultimately, finding someone to decontaminate blood to put in perfume might be the only thing that was harder." "It was also quite amusing moving a model about on set wearing the Stonewall Stilettos," adds Equinox executive creative director Elizabeth Nolan. "They have a 10-inch heel, and you basically have to be carried everywhere when you wear them. I think RuPaul would approve." [kickout id="9"] Overall, it's an impressive effort, and certainly a change of pace for the category. But … does all this feel a tad forced? The approach seems more apt for a fashion or fragrance brand. It could be construed as somewhat off-point, and less-than-muscular messaging for a fitness firm. "From the start, we knew this was going to be a multi-layered thing that some people wouldn't get," says McLaughlin. "With every layer there is something new. It's not easy. It's not fast. But that's not what Equinox is about. You're right, it's a bit sprawling—but intentionally so. We want people to commit themselves and be surprised." Nolan adds, "Our goal when creating this campaign was if someone only saw the image, they would still get something out of it. If you just looked at the imagery, you'd see beautiful bodies doing incredible things in ads that look like art. However, we genuinely believe we are living in a moment where the consumer wants an experience. Today, more than ever, brands must do more in order to mean more and be more. Serving up an image is no longer enough. We've seen that our members and future members want to go on a journey with us, and we are deliberately telling these stories as a means to inspire and connect." The collection even has its own "e-commerce hub," loaded with interactive information about each product. It's also touted on the brand's social channels via the #CommitToSomething hashtag and will appear in select club windows nationwide in a nod to luxe retail shop displays. But remember, nothing's really for sale here. Except Equinox memberships, of course. CREDITS Client: Equinox Project: The Commitment Collection 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 Director of Photography: Frances Chen, Allison Anderson Editorial - Video Editorial 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 Manager: Adam Sherman Stylist: Mel Ottenberg Hair Stylist: Julien d’Ys Makeup Artist: Stephane Marais Set Designer: Andrea Stanley Choreographer: Lee Serle Production Company: Lola Productions Executive Producer: Caroline Stridfeldt Retouching : Dtouch NYC Production - Video / Photography Still Life Director / Photographer: Toby McFarlan Pond Agency: WELCOME MGMT / Peter Pugliese Producer: Kate Olma Assistant Director: Jeff Jeppesen Director of Photography: Trevor Owsley Set Designer / Prop Stylist: Josh Dotson 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

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Instead of Just Ads, Equinox Made Crazy Luxe Products That Tell Their Own Story This New Year's

W+K dreams up the Commitment Collection

David Gianatasio

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David Gianatasio