A new year begins and the "work out more" vow makes its annual comeback. As gym membership mania commences, Equinox and Wieden & Kennedy New York have released additions to the "Equinox Made Me Do It" campaign that premiered last January.
This time, the agency enlisted British fashion photographer Rankin to showcase gym-goers who have dared to "be bolder" with their lives. A series of vignettes and print ads feature folks from all walks of life who have clearly broken out of their comfort zones -- an unlikely mom-and-dad duo, a pig wrangler, and a pearled Park Avenue "princess."
The ads will run online with print, digital and out-of-home work. The stills and video vignettes will also be promoted on social platforms with the hashtag #equinoxmademedoit.