Embracing the same slogan as last year’s campaign, luxury fitness brand Equinox, is pushing you on being bolder.
First days of January, everyone was setting goals, let me repeat that, “setting goals”. Everyone was buzzing about how many times they will go to the gym, how healthier they will get and how good they will look this summer.
While everyone was preparing to get better, others decided to get bolder, much bolder.
Luxury fitness company Equinox, using the same slogan as last year “Equinox made me do it”, decided to hit the ground running.
This year, forget about resolving to be better. Now is the time to resolve to be bolder. And be proud of what you have to show for it.
Shot by british photographer Rakin, this year’s campaign get a fashion feel.
The idea was to capture portraits of those who live life to the full, the thrill seekers among us who will do anything for a good work out.
It’s an interesting approach. I’m used to seeing really active, people running, sweat flowing, cute smiles showing (wow, it rhymes) ads.
“What made the brand so distinct was its luxury approach, encompassing all aspects of fitness and treating exercise as a lifestyle not just a club. We created a series of portraits depicting fun-loving characters who were proudly disruptive in their day to day. Each quirky portrait told a back-story, giving people an insight into a world where you don’t simply train at Equinox, you live and breath it.” source material
“Our members were the true inspiration behind the Equinox made me do it campaign, and this year we saw an opportunity to evolve the narrative and the stories portrayed,” said Carlos Becil, Equinox’s CMO, in a press release. “Everything we do at Equinox is grounded in the idea of high performance living, empowering our members to be bold, be risk takers and push their limits, inside and outside of the club.”
The end result is really interesting. The only sad part is the fact that I could not find any material explaining every portrait. They look cool and all, but they would have added more value with a look behind the curtain. Even when doing exercises, we need to know how many reps and set need to be done.
Anyway, here is the new advertising campaign from Equinox. Enjoy!
Roll the dice
No guts, no glory
Own the consequences
Come out of hiding
Have no fear
Eyes on the prize
Claim what’s yours
Shift the paradigm
Announce your arrival