Grace Cheung

Inspirational Marketing Campaigns: Equinox – My Body. My Biography.

I stumbled upon this campaign today, Equinox’s $3 million dollar “My Body. My Biography.” marketing campaign, launched in January 2010. The My Body My Biography campaign was created by Yard, a NYC-based creative agency.

Mediums used to communicate the marketing message:

• Print: outdoor (billboards and posters on the sides of large buildings in high traffic metro areas) & print
• Broadcast: series of videos by Equinox members
• Online: microsite where people “can share stories about the role fitness plays in their lives” (NY Times)

When you visit the website, you’ll see pictures of Equinox members and snippets of their stories:

“Of my whole family, I’m the only one still alive.”

“You go to marathons, and you see people with no legs.  If they can do it, you can, too.”

“It’s easy to take your health for granted when you have it.”

Among those that have shared their stories are cancer survivors, those living with diseases like HIV and multiple sclerosis, a CEO/mother of 5 kids and a plane crash survivor.  These are real people that have triumphed over insurmountable adversity.

What’s beautiful about this campaign is that it doesn’t focus on “the results.”  You’re not going to hear, “I lost 20 pounds in 2 weeks without any effort, ate whatever I want, and now I can shop at all the trendy stores.”  Some of these people have lost almost everything, including their lives, faced terminal illness, or survived fatal accidents.  And they share their stories of how the resources and support at Equinox have helped them overcome these seemingly impossible obstacles. 

My Body My Biography focuses on the journey, not the destination.  It’s about developing a better relationship with yourself.  It’s about the commitment to living a healthier life.

It’s emotional, it’s compelling, and most of all—it’s real.