Heist has reinvented the way tights are made. It challenged RAPP to reinvent how they are sold. The brand takes issue with the way women are represented in advertising for underwear and lingerie – displayed as static mannequins, often styled for the male gaze. Heist wanted to provoke a positive and intelligent body discourse.
Bodies come in so many shapes and sizes – it is difficult for any campaign to be fully inclusive. No matter how many body types a campaign might show, it would always alienate some (or smack of tokenism). And as soon as you show a body, the conversation is always about appearance. That's why this campaign swaps bodies, for fruit. Using prickly pineapples to show mood and beautifully veined melons to suggest age – Heist can talk about form and complexity, without being myopically focused on appearance. We've abandoned the all tired clichés of an often tiresome category. This campaign is positive, provocative and above all - inclusive.
The relaunch campaign promises these are tights for #WhateverYou – whatever shape, mood or style you might be in this minute – or the next. There are no binary decisions. Not even about gender. In fact 10% of Heist’s customers identify as male. #WhateverYou doesn’t tell people what they should look like, or sell them what they could look like. As the website copy puts it: “We don’t make tights for perfect bodies. We make perfect tights for every body. We embrace whatever.”
This big idea stretches across Heist’s website, targeted Facebook advertising, digital display and retargeting, print and packaging.
Starting positive conversations about age, height, gender, shape, colour and mood, we are delivering on Heist’s “objective to never objectify”.
Edzard van der Wyck
Co-founder, Heist Studio