EQUINOX - GOLDRUSH (2015)
In the summer of 2015, we challenged hardcore New York fitness enthusiasts to go after something they couldn’t buy. Something which could only be earned: the exclusive Equinox Gold Membership. We placed five memberships in extremely difficult to reach locations in NY. Hundreds attempted, five got gold. Even Neil Patrick Harris tried and failed, and we didn’t even pay him.
Role: Creative Director
Agency: Wieden+Kennedy New York