THE "GOLD RUSH" MEMBERSHIP CHALLENGE

​​​Equinox attracts people who want the best of everything, and they're willing to work for it– so we created something that could only be earned: the insane and exclusive Equinox Gold Membership. 

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We placed the gold membership cards in five ridiculously hard-to-reach places across New York and challenged the city's fitness community to go get them.

Each challenge turned into a mega event with thousands of mega fit New Yorkers showing up to win these things. Even Neil Patrick Harris tried, failed, and we didn't even pay him. 

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Role: Concept + Creative

Agency: Wieden+Kennedy NY

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