Equinox taps social causes including breastfeeding to get Americans back to the gym
US gym chain Equinox has courted controversy on social media with a risqué print, digital and outdoor campaign showing Lydia Hearst breastfeeding twins.
Looking to get Americans back to the gym in 2016, the campaign from Wieden + Kennedy New York, urges viewers to ‘Commit to Something’ – accompanied by seven visuals addressing issues including activism, sexuality, lifestyle choices and women’s rights.
Hearst’s entry provoked the strongest reaction from individuals on both sides of the breastfeeding debate, sparking dialogue and bringing the gym into the limelight as it had no doubt intended upon the conception of the creative.
Carlos Becil, Equinox chief marketing Read full story ›
Source: The Drum
