Words of Empowerment From Equinox
Summary | When a brand has pushed the limits and is already established itself as one of the best in the category, moving the needle can be tricky. As we looked into creating Equinox’s next campaign, we dove into what makes someone stand out among the common because Equinox is not for everyone. We pushed beyond their use of sex appeal and used messaging to mold a modern take on the look of excellence.
What I did:
Took a trip to New York and booked a tour of two Equinox facilities.
Explored multiple threads and forums to learn about people who either loved or hated Equinox. (There was not much in between.)
Had the opportunity to speak to someone who worked closely with the brand.
Finished a portion of the strategy while staying overnight at an NYC hospital. (Feel free to ask about this story.)