Equinox Made Me Do It

The pressing issue for Equinox - toeing the line between elite and elitist.

We set out to add dimension. Instead of physique, we'd explore the mindset. Get to the personality and motivators - things prospective clients could identify with. Equinox clientele are genuinely over-achievers who are rarely content with an off-the-shelf experience, so as far as their gym goes - they want to be made better with every visit. That intention is something a lot more people can connect with.

The campaign featured emboldened individuals in dicey scenarios with the words "Equinox Made Me Do It." A freshly bruised black eye or a woman in formal wear navigating a raft - forced the audience to imagine the backstory and wonder just how good that workout must've been.

After years of steady YOY decline, Equinox saw a jump in new members. But equally critical was the perception shift and increased engagement. Where pre-campaign sentiment was negative to flat, during and post-campaign, it turned positive and even playful. Thanks partly to the ownability, #equinoxmademedoit UGC trended, eventually coopted into "equinoxmademetryit, and #equinoxmademecropit.