Bringing a campaign to life, literally
What can we do to show Equinox members how much we appreciate them while leaning into our current messaging?
Imagine if 8M people thought you were a gift to them. Enticing idea, right? The larger Make Yourself A Gift To The World campaign (courtesy of Droga5) aimed to remove the stigma around the idea of self-love by asking whether self obsession could in fact be the most selfless act of all.
The jury’s still out, but the team at Equinox ran with it to create something extra-special for members. Make Yourself A Gift To [Insert City Here] became an integrated campaign within an integrated campaign, with a plan to host special classes in iconic locations in cities across the country so members could keep making themselves into a gift that bettered their own world.
Turning members into gifts everywhere we go
The first iteration was Make Yourself A Gift To New York City. We held a full day of classes at Grand Central Station, all of which were completely booked within minutes. I helped ideate where we could go, and what we could do when we got there, in each city.
I brainstormed look, feel, swag, and, of course, copy. I wrote emails, web, scripts, social captions, and helped with our social strategy. I also directed our shoot in Grand Central Station, where we captured teaser content. I learned how much planning goes into executing a large-scale, moving experiential event. I also learned the importance of starting the permitting process early.
When plans don't go according to plan 👎
When plans don't go according to plan 👎
MYAGTNYC included out of home (pictured in video above), video, and digital assets across a few channels. Unfortunately, COVID-19 axed our plans in all other cities, including what we’d started working on in Miami. It also ended my time at Equinox—I will never not miss working out in those clubs.
TLDR
I worked on an integrated campaign that brought an existing campaign to life through experiential, digital, and social tactics.
Events Social Strategy