Jan 212014

Finally, after 3 years of Terry Richardson, Equinox, the high-end fitness and lifestyle gym/club, ditched him in favor of Wieden+kennedy for their 2014 ad campaign. Fashion photographer and controversy expert Terry Richardson headed the Equinox ad campaign from 2011-2013, and generated a fair bit of controversy with a good bit of sleaze thrown in. In addition, the campaigns generated controversy about using thin instead of fit models. And like most things Terry Richardson, there was always the controversy of using sex to sell things.

Also see Equinox ad campaign 2013 and Equinox ad campaign 2012.

“We looked to our members as the core inspiration for this campaign,” said Carlos Becil, Senior Vice President of Marketing, Equinox. “Grounded in the idea of high performance living, we aim to provide our members with a holistic approach to health, and push them to seek higher goals, disrupt preconceived notions and break boundaries. This campaign embodies that disruptive spirit and speaks to our core audience.”

“For this campaign we wanted a photographic approach that had a strong sense of narrative and realism,” said Stuart Jennings, Creative Director, Wieden+Kennedy New York. “We chose Robert Wyatt as the photographer because he’s a storyteller who injects a fashion sensibility into all his work. His ability to capture real, candid moments rather than overly posed situations made him a perfect fit for this campaign.”

However, don’t get your hopes too high on this latest campaign by Equinox. It isn’t terrible but there’s nothing terribly exciting about it either. There are 6 pictures, with “Equinox made me do it” theme.

Here, be the judge:
(click on the pictures to get full size image)

Equinox ad campaign 2014 Equinox Made Me Do It 01

Equinox ad campaign 2014 Equinox Made Me Do It 02

Equinox ad campaign 2014 Equinox Made Me Do It 03

Equinox ad campaign 2014 Equinox Made Me Do It 04

Equinox ad campaign 2014 Equinox Made Me Do It 05

Equinox ad campaign 2014 Equinox Made Me Do It 06

Equinox ad campaign 2014 Equinox Made Me Do It

 Posted by at 7:24 pm

  3 Responses to “Equinox Ad Campaign 2014 with Wieden + Kennedy”

  1. 229700 655057Attractive section of content material. I just stumbled upon your weblog and in accession capital to assert that I acquire truly enjoyed account your weblog posts. Anyway I will be subscribing to your augment and even I achievement you access consistently swiftly. 535257

  2. 443302 588070The next time I just read a weblog, I actually hope which it doesnt disappoint me up to this 1. Get real, Yes, it was my choice to read, but I personally thought youd have something intriguing to convey. All I hear can be a handful of whining about something you can fix within the event you werent too busy trying to locate attention. 833990

  3. Thank you for another wonderful article. Where else could anybody get that kind of information in such a perfect way of writing? I’ve a presentation next week, and I am on the look for such information.

 Leave a Reply

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>