Global – Equinox’s new campaign is encouraging people to become the best version of themselves through acts of self-devotion.
Created by Droga5, the Make Yourself a Gift to the World campaign playfully celebrates the positive effects of self-care that borders on narcissism. Featuring still shots by iconic fashion photographer Glen Luchford and a film directed by Floria Sigismondi, various narratives are presented to show that self-obsession can help towards improving not only the self, but the wider world.
The campaign promotes the idea that by working towards a better lifestyle Equinox club-goers will in turn become better people, better friends and better partners – drawing on concepts examined in The Optimised Self. Seth Solomons, chief marketing officer at Equinox, notes: ‘Our message this year, delivered in a playful, tongue-in-cheek way, is a statement about the benefits of being your best self for the benefit of others, turning the idea of self-obsession on its head.’
As we explore in our latest Youth macrotrend Paradox Personas, Generation Z are increasingly engaging in Positive Narcissism and reclaiming vanity as a positive trait.