Campaign background
Heist want to sell bodywear, not bodies.
With the help of some fruity friends, the brand created a socially responsible campaign that pushed back against the objectification of women in advertising.
Strategy
A recent study, the Dove Global Beauty and Confidence Report (2016) found women in the UK have one of the lowest body confidence scores in the world. Globally, 69% of women say increasing pressures from advertising and media is the key force in driving their appearance anxiety.
Heist had no wish to add to the glut of imagery contributing to such low self-esteem.
Social listening and...