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.


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 primary research via depth interviews uncovered a weariness with advertising that presents a very singular view of female beauty, usually shot with overt sexual overtones.

While this limited view of female beauty was seen as unrelatable, attempts at inclusion were viewed with suspicion. The casting of models with different skin tones or body shapes was seen as tokenistic, with no greater motivation than corporate political correctness.