Brief: Heist claimed they made intelligent tights for intelligent women. They wanted to be a brand that enjoyed and embraced controversy. In 2016, they wanted to rebrand and become part of the conversation about feminism and body positivity. Dream brief.

Campaign: #whateveryou. Don’t objectify people. Objectify fruit. I showcased how Heist tights adapt to every contour without having to showcase bodies, making a a point about being inclusive, not just of body types and shapes but also gender (who said men can’t wear tights?).

Links to campaign: https://www.rapp.com/case-studies/heist/

https://www.thedrum.com/news/2016/11/22/heist-launches-inclusive-body-positive-campaign-with-help-rapp-starring-fruit