Wieden + Kennedy New York launched a couple of wilfully eclectic, but equally inspiring campaigns this week. First off, their social media & outdoor campaign for the Equinox gym launched with bespoke murals by Los Angeles based artist and designer David Flores, which underline the brand's strong and vocal connection to the LGBTQA community. Headquartered in New York, Equinox has a large, loyal, and vocal LGBTQA membership, so to celebrate that unique relationship, Equinox and Wieden+Kennedy New York have created the Powered By Pride campaign.
Wieden + Kennedy New York launched a couple of wilfully eclectic, but equally inspiring campaigns this week
Beginning in social media during LGBTQA Pride Month, Equinox will be sharing photos that highlight staff and members who are #PoweredByPride,with personal quotes that give context to the hashtag by offering them a platform to explain how their pride powers their lives.To take the message to the streets, Equinox will be installing numerous interactive murals by Flores in three of Equinox's key markets, New York City, San Francisco and London, for the duration of Pride Month (which just so happens to be this month!). Each is designed to be a visually striking display of the universal love that unites all people and underpins the message of Pride. They’re also designed in such a way that passersby who support the message can insert their bodies into the scene to become a part of the artwork for an interactive photo opportunity.
The social media & outdoor campaign for the Equinox gym launched with bespoke murals by Los Angeles based artist and designer David Flores
For those not able to see the murals in-person, throughout the month Equinox will be creating original photo and video content to be showcased online, such as a time-lapse of the creative and application processes behind the Williamsburg Mural, and a super-cut of their favourite poses to celebrate the audience's interaction with the artwork in San Francisco. These shareable video assets and additional content will all be hosted at Equinox.com/PoweredByPride.
W+K NY's new spot for Delta Air Lines by the Mercadantes celebrates the life of the company's pilots on the ground
In related news, W+K NY also unveiled a more conventionally heartwarming new spot for Delta Air Lines, which celebrates the life of the company's pilots on the ground. The “Airplane” social video celebrates Father's Day, and draws parallels between the role of a pilot in guiding the plane and its precious cargo to the role of a father as a pilot in a child’s life by providing safety, guidance, comfort and care. Fathers, as the co-pilots of childhood, guide us where we need to go as we grow up. The Father’s Day film seeks to redefine fathers as 'pilots on the ground' via a simple and instantly recognisable childhood game. The spot was shot by the Mercadantes; a husband and wife director/producer team known for the stunning humanity of their films. Adding to the authenticity, all the father/child pairings were real families.