Last year, Equinox teamed with Wieden & Kennedy New York and Photographer Steven Klein on a bold campaign challenging consumers to commit to something -- not just to the gym, but even the most unexpected of pursuits.
For 2017, they're renewing that call with another series of thought-provoking images, including lush, sultry photographs of a man who unabashedly indulges in pampering, a concert-goer who foregoes the use of his mobile phone and cancer survivor Samantha Paige, who exposes her bare chest and mastectomy scars as she receives a new tattoo. The subjects range from light-hearted to serious.
"This year's campaign revolves around the notion that what you commit to is who you are, so we're daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable," said Carlos Becil, executive vice president and chief marketing officer, Equinox in a statement. "We're in the business of changing lives at Equinox, so we've learned firsthand that going 'all in' on anything -- whether it be a workout, a cause or yourself -- will undoubtedly get you one step closer to finding out who you really are."
Last year, ads featured a male cheerleader, and unusual cat lady, a cult-like group and even a money lover.
Wieden & Kennedy, New York Creative Director John Parker explained in a statement, "There seems to be a push for ease and an overall lack of commitment today. These were designed to point out that commitments, not only in fitness but in life, fundamentally define you. It may be hard, it may take time, and you may not always be successful, but dedicating yourself to something is worth it. Because ultimately, the things you commit to, are the things that make you who you are."