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.

2023 ADC Awards - Advertising

Equinox - We Don't Speak January

Agency COLLINS / New York

Client Equinox


Craft in Writing / Press

Annual ID


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


Design Firm

COLLINS / New York

Creative Director

Joseph Han


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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