Heist are the premium brand trying to disrupt the underwear industry. It’s 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. In addition to its focus on product innovation, it’s also about shaking up the norms around marketing underwear. We helped the British tights brand unveil a major outdoor advertising campaign to announce the launch of its first shapewear collection. The bold artwork invited pedestrians to, quite literally, ‘rip off’ their old spanx – it had huge standout on our sites, with it being featured on a series of our 4 sheet takeover sites and 48 sheets across London – making passers-by think twice about their shapewear.