Heist celebrates shapewear launch with ad campaign
British tights brand Heist has unveiled a major advertising campaign across 142 sites in London to announce the launch of its first shapewear collection.
The brand is making waves in the hosiery market by creating tights in an extensive nude palette to suit every skin tone, and now it has also set out to redefine shapewear.
Its team of garment innovators, led by Fiona Fairhurst, the designer behind the Sharkskin swimsuit, has used leading sports technology to create The Outer Body, described as “Shapewear You Won't Want To Rip Off”.
Continuing this theme, the brand has launched an visual campaign designed by Jack Agency across 21 billboards and 105 Transport for London sites across central London. The creative, prominently featured on Shoreditch’s Quaker Street, invites pedestrians to, quite literally, rip up the signs.
“I want people to understand the unnecessary discomfort and frustration around wearing shapewear by giving them the opportunity, in an open space, to physically rip it off. It may spark them to do the same with their actual shapewear at home,” Heist art director Lucy Gabbie, commented.
“This is our first OOH campaign since we rebranded last October, so this was the perfect opportunity to do something really subversive and be bold with our brand colours and typography.”
To tie in with the ad campaign, Heist will launch a further initiative on 28 February offering 250 shoppers the opportunity to trade their old spanx for new Heist bodysuits for free.
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