The campaign, developed in partnership with Collins, makes fun of short-term New Year’s resolutions and encourages constant dedication
Fitness brand Equinox launched its biggest OOH activation ever in a campaign featuring the “We don’t talk in January” manifesto.
The campaign, developed in partnership with the independent agency Collins, makes fun of short-term New Year’s resolutions and encourages constant dedication. To hammer home the message, the entire chain is preventing new customers from getting Equinox subscriptions on New Year’s Day.
We believe that January is a sham, loaded with mantras and affirmations that are pleasant for three weeks but never get you through. Equinox is not buying. Equinox exemplifies the belief that life is forged in extremes, and as we are for people who constantly strive to reach those extremes, we cannot, in good conscience, support the ‘new year, new me’ movement,” said Will Mayer , vice president and chief creative officer at Equinox.
The creative also marks a shift from photo campaigns to monochromatic messages that challenge and question wellness industry norms.
The visuals will appear in various clubs and city streets across the UK, as well as including messages such as January promises and doesn’t deliver, we don’t speak January and January won’t text you next month.
Campaign content will be publicized through a full-page ad in the New York Times, on digital media, in clubs, on the Equinox website and social accounts.
