EQUINOX: POWERED BY PRIDE

AGENCY
BILLUPS

MARKET
NEW YORK CITY

WALLS
1

DURATION
4 WEEKS

Equinox created a campaign in support of the LGBT community, enlisting Orange is the New Black‘s Laverne Cox, among other brand ambassadors, to activate the social community. Their posts informed followers that the gym would donate $1 to LGBT charities for each #PoweredByPride hashtag. The mural achieved viral status on social media with seeded and organic posts from celebrities and influencers, inspiring massive support from the LGBT community, gathering over 170,000 likes on Instagram alone, and picking up more than a few mentions in the press.