Equinox: Commit to Something, 1

Credits & Description:

Wieden + Kennedy, New York has released this graphic print campaign for Equinox.
Title: Breastfeeding
Media: Print
Category: Other
Client: Equinox
Agency: Wieden + Kennedy, New York
Production: North Six
Country: United States of America
Executive Creative Director: Liz Nolan
Executive Creative Director: Colleen DeCourcy
Creative Director: John Parker
Creative Director: Sean McLaughlin
Copywriter: Rajeev Basu
Art Director: Mathieu Zarbatany
Executive Producer: Jordanna Vogel
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
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's Agent: Art Partner
Stylist: Mel Ottenberg
Set Designer: David White
Retouching Agency: Steven Klein Studio
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.