Biti's Hunter: Canvas of pride

Biti's Hunter, a shoe brand, launched its Canvas of Pride campaign – a special collection inspired by optimism and resilience to spread cheer during the pandemic and to increase business in Vietnam.

Campaign details

Brand: Biti'S HunterAgency: Dentsu Redder

Strategy

Objective

To spread optimism during a very scary moment in time like a global pandemic while revealing a powerful sense of pride and stoicism in their country; build brand love for Biti's Hunter and lift up the business in this period.

Target Audience

Vietnamese youth (18 to 35) as a primary target but we were aiming to turn the whole nation's head.

Creative Strategy

The COVID-19 pandemic is forcing humans to face one of the toughest times of our generation.

With fear, tension and uncertainty growing through a constant...

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