Blog Post controversial new campaign from Equinox fitness studios

controversial new campaign from Equinox fitness studios
Jan

13

2014

controversial new campaign from Equinox fitness studios

Working Out at Equinox Will Make You Tough, Naked and a Little Dumb

Getting ripped at a luxury gym will make you want to get more naked everywhere, says luxury gym Equinox.

OK, if your prerequisite for being comfortable getting more naked everywhere is having the body of a super-fit fashion model, sure, makes sense. Getting ripped at a luxury gym will also make you want to get a black eye, though, or stow away with your buddy in the trunk of a luxury Mercedes, says Equinox. That makes less sense, because it’s dumb to get punched in the face, or cram two people into the trunk of a sedan.

The images in the new print and digital campaign from Wieden + Kennedy New York, shot by photographer Robert Wyatt, feature the tagline “Equinox made me do it,” because writ large, getting ripped at a luxury gym will make you feel like a badass, says Equinox.
 

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