Heist: advert-body-2 by RAPP UK
- Location:
To support the launch of Heist’s new range of tights in sizes 4 to 24, the hosiery disruptor is running an outdoor campaign across London - featuring fruit in lieu of bodies.
Created by Rapp UK, the campaign abandons the tired clichés of an often tiresome category. Heist wanted to start a conversation about the things that irritate tights-wearer's – for instance itching and slipping. To achieve cut-through, Heist wanted to take on the category conventions.
Research into Heist's target audience revealed a weariness with advertising that presents a very singular view of female beauty, usually shot with overt sexual overtones. This campaign swaps bodies for fruit, using a beautifully veined melon to suggest age or a gloriously curvaceous butternut squash to suggest shape.
The campaign runs throughout December across TfL outdoor sites, and is supported by paid social advertising on Facebook and sponsored posts on Instagram.
Credits
Client: Edzard van der Wyck, co-founder, Heist
Agency:
Ben Golik, Executive Creative Director
Sara Soares, Copywriter
Maria Leiria, Art Director
Simon Cheshire, Designer
Jeffrey Osborne, Motion Graphics
Jennifer Musgreave, Planning Partner
Joe Hopper, Senior Social Strategist
Ryan Brady, Project Manager
Manuel Costa-Campos, Project Manager
Other:
Patrick Kerrigan-Hall, Photographer
