Equinox | We Don’t Speak January
Design
Team: Will Mayer, Sunny Lee, Naomi Shultz, Erwin Sanvictores, Vanina Kim, Blake Morrison
"We Don’t Speak January" was a campaign launched on January 1st, 2023, where Equinox rejected new memberships to challenge the influx of people joining gyms on New Year’s Day. Featured in the New York Times, OOH, and window displays in cities like New York, Los Angeles, and London, the campaign garnered over 2.5 billion organic impressions, set a new web traffic record, and marked the company’s strongest start to a year.