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.
“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)