Mon, 04 Dec 2017 14:51:00 GMT
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 not bodies, but fruit.
Created by RAPP UK last year, the campaign abandons the tired clichés of an often tiresome category. Heist wanted to start a conversation about the things that piss tights-wearers off. They itch. They slip. And they are sold using images that make people feel insecure about their body. 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 – this campaign is provocative but above all inclusive and aims to help sell body wear – not bodies.
Ben Golik, RAPP UK’s Executive Creative Director said, "We didn’t objectify anyone. Instead we cast a pineapple. And a banana, too. In fact, a whole fruit bowl. This socially responsible campaign pushes back against the objectification of women in advertising. It does not add to the bank of images featuring photo-shopped bodies. Casting fruit also neatly helped us avoid the traps of tokenism common in more 'inclusive' or 'street-cast' campaigns. It embraces the very people who might otherwise feel alienated from the typical hosiery ad featuring stereotypically perfect models."
The campaign runs throughout December across TfL outdoor sites, and is supported by paid social advertising on Facebook and sponsored posts on Instagram.
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Motion Graphics: Jeffrey Osborne
Art Director: Maria Leiria
Copywriter: Sara Soares
Creative Agency: RAPP UK
Designer: Simon Cheshire
Executive Creative Director: Ben Golik
Planning Partner: Jennifer Musgreave
Sr. Social Strategist: Joe Hopper
Categories: Clothing and Fashion, UnderwearRAPP, Mon, 04 Dec 2017 14:51:00 GMT