ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Writing / Press
Annual ID
ADC102_ADV087M
About the Work
A belief isn’t a belief until it costs you money.
That’s why on January 1st, Equinox, a premium health and fitness gym, forbade people from buying new gym memberships.
That was the message of the “WE DON'T SPEAK JANUARY” campaign, which appears in newspapers, online and outdoor.
The campaign told American that it would not allow anyone to buy a membership on January 1. The 70% of people who do sign up for gyms in January do so out of guilt and cease gym visits within a few weeks.
Equinox wants only the committed. Of those who have signed up for Equinox, 95% are still members a year later and have an average of 2.8 visits per week.
A campaign about Equinox’s commitment to its belief of “commitment,” helped Equinox break all kinds of records:
- 504% increase in brand conversation.
- 2.4 Billion earned media impressions.
- Record traffic to website: 52% above its benchmark for the first week of January – setting a new record for the most visits in seven days.
- Best ever January in terms of sales and leads. Up ~25% in the month-to-date when compared to the previous best January.
2023 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
COLLINS / New York
Creative Director
Joseph Han
Designer
Sharon Park
Design Director
Sanuk Kim
Program Manager
Taylor Zahrt
Senior Copywriter
Madeleine Carrucan
Senior Designer
Kristine Lim
Chief strategy Officer
Taamrat Amaize
Group Strategy Director
Sanjay P Hukku
Cas Malo
Motion Design Director
Tomas Markevicius
Program Director
Arielle Kroloff
VP, Creative Director
Tim Cairns
VP, Program Management
Alex Blumfelder
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