The women's underwear industry as a category remains to be controlled by men which, in this day and age, is inconceivable.

To launch Heist’s new shapewear range, we came up with a tongue-in-cheek video that shows comics (including Celeste Barber) struggling into traditional control underwear.

We said #NOTHANX to existing shapewear on the basis that we refuse to sweat, squeeze and struggle into something that doesn't work, contrasting to Heist shapewear that’s shaping, comfortable and wearable. This campaign recieved a lot of coverage due to its disruptive nature.