EQUINOX: “BE SELFISH” CAMPAIGN
A luxury gym for the best of the best. If you’re not one of us, you wish you were.
TASK: Create and present a strategy aimed to help Equinox gain likeability, memberships, and sustained growth.
COMPETITION PLACE: 1st
DECK PREVIEW:
This project was heavily strategy-focused, but I got to shine as a copywriter on the deck. Afterall, a strategy pitch is just another way to construct a story!
#SelfishFeelsGood
To push the idea that selfishness is a desirable trait our audience should embrace, we plan to spread the message that #SelfishFeelsGood. In fact, selfishness is the best investment there is. Invest in yourself. Invest in Equinox.
EMBRACE SELFISHNESS
SIDEWALK INFINITY MIRRORS
We plan to install infinity mirror boxes on the sidewalks of busy streets in big Equinox cities.
The outside and inside of each box will be filled with mirrors, alongside minimal copy including the Equinox logo and our hashtag, #SelfishFeelsGood.
So, go on in. Take a selfie. Post it online.
Our audience will take pictures of themselves in the box and quickly spread the message #SelfishFeelsGood. They’re openly and unapologetically selfish (and so is Equinox…and that’s a good thing).
INVEST IN SELFISHNESS
ROLEX FIT
A limited-edition fitness tracker.
Convince our audience there is value in selfish investments. We’ll align Equinox with one of the most luxurious, well-respected brands on the planet: Rolex.
Everyone will want one. Only the top get one.
The Rolex Fit will be gifted to current celebrity members before the official launch. They’ll also receive a special invitation to an exclusive event. (Keep scrolling to find out what the event is. You won’t be disappointed.)
CELEBRATE SELFISHNESS
THE EQUINOX GALA
On the autumn equinox (September 22, 2022), Equinox will hold its first ever gala. The theme? #SelfishFeelsGood.
Only top-tier Equinox members, trainers, and relevant celebs are invited. Invitations will be just as extravagant as the gala, shipped in mirrored boxes containing the first batch of Rolex Fits.
Recipients will post their stunning invitations online, announcing the Rolex partnership and upcoming event.
See you (probably not) there!
SOCIAL CIRCLE & SCHEDULE
THE TEAM:
Strategists: Sydney Volchok, Leah Olson, Kate Thomson, Gillian Hazelton, Trent Birch
Copywriter: Sydney Volchok
Designer: Leah Olson
Mentors: Alex Morrison, Jazo Moises
THE PITCH PANEL:
Andy Grayson, Angela Jones, John Petty III (JP), Mike Welch, and more!