WORK

HEIST

WHO WE HAD TO CONVINCE

We wanted to start a conversation with the woman who is tired of her tights. They itch. They slip. And they are sold using imagery that is, at best, overly sexualised and, at worst, overtly sexist. Our customer looks for brands that reflect her world-view and have a sense of purpose.

HOW WE DID IT

Bodies come in so many shapes and sizes that it’s difficult for any campaign to be truly inclusive. 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. This campaign is positive, provocative and above all – inclusive.

WHY IT WORKED

The campaign promises 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. We reached the 10% of Heist’s customers who identify as male. We didn’t tell people what they should look like, or sell them what they could look like. As the website copy put it: “We don’t make tights for perfect bodies. We make perfect tights for every body.”

DIGITAL

This big idea stretches across Heist’s website, targeted Facebook advertising, digital display and retargeting, print and packaging.

SOCIAL

Starting positive conversations about age, height, gender, shape, colour and mood, we are delivering on Heist’s “objective to never objectify”.

WHAT OUR CLIENT SAID

“Heist thinks very differently about how it designs tights and RAPP’s campaign thinks as differently about how to sell them.”

Edzard van der Wyck

Co-founder, Heist Studio

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