Equinox: Powered by Pride


Agency Billups

Market New York

Duration 4 weeks

Walls 1

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.

#poweredbypride Colossal Media for Equinox Hand Painted Advertising Mural in Brooklyn
Colossal Media for The NYC High Line Hand Painted Art MuralColossal Media Hand Painted Advertising Mural in New York City