Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: TheDrum
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 fruit in lieu of bodies.
Created by Rapp UK, the campaign abandons the tired clichés of an often tiresome category. Heist wanted to start a conversation about the things that irritate tights-wearer’s – for instance itching and slipping. 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.
The campaign runs throughout December across TfL outdoor sites, and is supported by paid social advertising on Facebook and sponsored posts on Instagram.