Heist, a hosiery disruptor, have worked with brand engagement agency RAPP to create a bodywear campaign that does not feature any bodies.
Heist has already challenged the staid category with its 3D loomed tights, and did not want to follow category norms when it came time to promote its innovative product; no matter how many body types a campaign might show, the options are to either present tokenism or alienate someone, and the conversation would always be about appearance.
RAPP endeavoured to illustrate the personality hidden behind the exterior of the customer, by playing with the properties of fruit.
Heist co-founder, Edzard Van Der Wyck, comments: "Why do campaigns selling bodywear, lingerie or underwear to women, treat them like objects? Worse than that – objects for men to ogle. We don't want to sell bodies. We want to sell bodywear.
“Heist thinks very differently about how it designs tights. And RAPP's campaign thinks as differently about how to sell them."
RAPP executive creative director, Ben Golik, says of the campaign: "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 tired clichés of a tiresome category. This campaign is positive, provocative and above all, inclusive."
Running across OOH, press, digital, and social the re-launch campaign promises these are tights for #WhateverYou – whatever shape, mood or style you might be in this minute – or the next. Considering 10% of Heist’s customers identify as male, there are no binary decisions. #WhateverYou doesn’t tell people what they should look like, or sell them what they could look like.