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Nellius Castro

on 2 October 2015

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Transcript of Equinox

Equinox is a luxury fitness and spa company

Founded in 1991
Headquartered in New York City
First Equinox gym opened in the Upper West Side
Founded by Danny, Vito and Lavinia Erricos
Equinox pioneered the use of superstar intructors, making the gym a destination
The company remains unchange on the used of excelling fitness instructors to make their locations a destination
The Audience, Who are they?
Men and woman seeking better health/physical apperance
Status quo
"Cool", affluent, professional. A community influencer.

What they said:

"Most Boundary Pushing Yet" popsugar.com/fitness by Aemelia Madden
"The Brand's Ads Switch Focus From Behaving Badly To Behaving Boldly" observer.com/style by Molly Mulshire
How it grabbed my attention!
In great physical shape
the models: One scenerio at a time
high fashion dresses and accesories
Radiator, hair buzzer
A toy tiger
The song was provocative, radical
"I want it all" by Pins
Format, Techniques & Language
Video release on-line
Equinox web client
Informal Language
Models not speaking
Each scenario is left up for interpretation [with a message in mind]
"Equinox made me do it."
Here are some values...
Daring individuals
Risk takers
high performance living
Cause + effect = Consequences
Push the limits

Campaign by: Equinox
Video by: John Rankin Waddell, also known under his working name Rankin, is a British portrait and fashion photographer
Rankin worked upon the idea that, getting into shape can get you into a little bit of trouble. That one can take risk in and out of the gym.
Who Benefits?
Equinox reported an increased number of new members and member renewals in the month of January
New members will benefit from group fitness classes, luxury locations in and out of the US.

“Equinox launches 2015 ad campaign, explores the consequences
of a good workout with equinox made me do it.” Equinox. Web. 1 Jan. 2015

John Rankin Waddell. rankin.co.uk Web.

Molly Mulshine. “Equinox Celebrates Cross-Dressing, Head-Shaving in Striking 2015 Ad Campaign.”
Full transcript