Equinox members work hard to look great for summer, leaving them a little overly confident. 
This polarizing campaign gives members the go-ahead for their summer hijinks as long as they just #preaplogize. 

The horizontal bars in the copy block act as "censor bars" to cover up a provocative
action or part of the photograph, which strengthens the concept of a mischievous summer. 

Design: Alison Joseph
Art Direction/Copywriting: Trevor Gilley + Rajeeve Basu
Creative Direction: Cyrus Coulter + Nick Kaplan
via: Wieden+Kennedy NY