To lose weight is the top 2014 New Year's resolution, according to the University of Scranton.
And fitness chain Equinox wants those resolution-seekers to join its clubs. On January 1, Equinox and Wieden + Kennedy New York launched an international ad campaign to attract new members.
The "Equinox Made Me Do It" concept is designed to encourage people to stray outside their comfort zone. The images, captured by noted photographer Robert Wyatt, demonstrate what may happen when people embark on adventurous lives.
For instance, one image shows a young man with a black eye and another ad features a nearly undressed couple running at night.
"We looked to our members as the core inspiration for this campaign," said Carlos Becil, Senior Vice President of Marketing, Equinox. "Grounded in the idea of high performance living, we aim to provide our members with a holistic approach to health, and push them to seek higher goals, disrupt preconceived notions and break boundaries. This campaign embodies that disruptive spirit and speaks to our core audience."
The campaign runs across digital, social, print, and outdoor media. The out-of-home media are displayed in Equinox locations, which include New York, Los Angeles, Chicago, San Francisco, Miami, Boston, Dallas, Washington DC, London, and Toronto.