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Category
Craft - Photography - Single or Series / Photography - Single or Series
Annual ID
DE16067S
About the Work
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 national news.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Wieden+Kennedy / New York
Production Company
Art Partners / New York
North Six / New York
Art Director
Mathieu Zarbatany
Alison Joseph
Creative Director
John Parker
Sean McLaughlin
Executive Creative Director
Colleen Decourcy
Photographer
Steven Klein
Producer
Deb Rosen
Writer
Rajeev Basu
Agency Producer
Casey Jennings
Jasmine Cogdell
Kristen Herrington
Content Strategist
Matt Simpson
James Williams
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