Commit To Something

With the rise of convenience culture, it's too easy to avoid commitment. Everything is forgotten by the next tweet, Uber driver you call, or job you grab in six-month's time. Equinox wanted to rise above this rather lazy approach toward living. As a gym, they know commitment is everything. To encourage people's commitment in provocative, interesting ways, they went beyond the usual gym/working out photography and instead focussed on commitments in life. The result was a campaign that created conversation, divided opinion, and made international news.