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.
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.
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.”
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