Equinox: Commit To Something, 2

Credits & Description:

Agency: Wieden+Kennedy New York
Client: Equinox
Art Buyer: Deb Rosen
Art Director: Mathieu Zarbatany
Copywriter: Rajeev Basu
Creative Director: Sean Mclaughlin
Creative Director: John Parker
Design Director: Serifcan Ozcan
Designer: Brian Metcalf
Digital Art Director: Alison Joseph
Executive Creative Director: Colleen Decourcy
Executive Producer: Jordanna Vogel
Line Producer: Kellie Tissear
Photographer: Steven Klein
Set Designer: David White
Stylist: Mel Ottenberg
Account Director: Casey Jennings
Account Executive: Jasmine Cogdell
Account Manager: Kristen Herrington
Content Strategist: Matt Simpson
Content Strategist: James Williams
Media Director: David Stopforth
Media Manager: Ryan Haskins
Media Supervisor: Courtney Bernstein
Media Supervisor: Yoni Freedman
Project Manager: Danielle Rounds
With the rise of convenience culture, it's too easy to avoid commitment. Everything is forgotten by the next tweet, Uber driver you call, or job you grab in six-month's time. Equinox wanted to rise above this rather lazy approach toward living. As a gym, they know commitment is everything. To encourage people's commitment in provocative, interesting ways, they went beyond the usual gym/working out photography and instead focussed on commitments in life. The result was a campaign that created conversation, divided opinion, and made international news.