ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Art Direction - Digital / Motion / Motion
Annual ID
ADC102_ADV119M
About the Work
With the clear purpose of moving ideals, hopes, dreams and ambitions, Biti’s is more than a shoe brand in Vietnam – it’s a national icon of progressiveness.
With each previous campaign creating cultural waves, for their 40th anniversary, instead of having the brand talking about itself, Biti’s decided to reflect on the country and society.
How long does it take to tell a story of 40 years?
We did it in 1.6 seconds. Why?
Because that’s the attention span of our target audience.
And also the time it takes to take a physical step forward.
Introducing:
A STEP FORWARD.
A reflection on Vietnam's 40 years of progress and at the same time visualization of the future of our country. Through the lens of 40 Vietnamese young artists.
40 unfiltered perspectives. 40 unique creations.
All connected together in One Step Forward for Vietnam.
Blink and you'll miss it!
As brands are creating longer and longer pieces of content to engage with their audiences we took the opposite approach.
We created the shortest possible film.To be exact a 40 frames film.
Each frame was given to a local artists and uniquely crafted to bring to life a single word and the meaning of progress behind it.
Granted complete freedom of expression on the assigned topic of progress, they only had to integrate the shoe in the pre-established position.
The innovative storytelling approach went viral.
Viewers "played" with it screenshooting frames to discover all the artist’s creations.
Some even independently published and posted slowed-down versions of the video.
With 0 media investment communication was organically spread out by our artists and spontaneously amplified by more than 60 KOLs and communities igniting real thought-provoking conversations.
Biti’s showed in 1.6 seconds what it took a nation 40 years to achieve.
With each previous campaign creating cultural waves, for their 40th anniversary, instead of having the brand talking about itself, Biti’s decided to reflect on the country and society.
How long does it take to tell a story of 40 years?
We did it in 1.6 seconds. Why?
Because that’s the attention span of our target audience.
And also the time it takes to take a physical step forward.
Introducing:
A STEP FORWARD.
A reflection on Vietnam's 40 years of progress and at the same time visualization of the future of our country. Through the lens of 40 Vietnamese young artists.
40 unfiltered perspectives. 40 unique creations.
All connected together in One Step Forward for Vietnam.
Blink and you'll miss it!
As brands are creating longer and longer pieces of content to engage with their audiences we took the opposite approach.
We created the shortest possible film.To be exact a 40 frames film.
Each frame was given to a local artists and uniquely crafted to bring to life a single word and the meaning of progress behind it.
Granted complete freedom of expression on the assigned topic of progress, they only had to integrate the shoe in the pre-established position.
The innovative storytelling approach went viral.
Viewers "played" with it screenshooting frames to discover all the artist’s creations.
Some even independently published and posted slowed-down versions of the video.
With 0 media investment communication was organically spread out by our artists and spontaneously amplified by more than 60 KOLs and communities igniting real thought-provoking conversations.
Biti’s showed in 1.6 seconds what it took a nation 40 years to achieve.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Dentsu Creative Vietnam
Animator
Louis Codron
Art Director
Dung Cao
Chief Creative Officer
Edmund Choe
Chief Strategy Officer
Hung Vo
Creative Director
Livio Grossi
Designer
Anh Hoang
Quỳnh Dương
Thu Le
Trân Do`
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