ADC Awards
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Learn more about ADC105
Category
Partnership / Coproduction - Series / Series
Annual ID
ADC102_ILT044M
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 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 yet a visualization of the future of our country, through the lens of 40 young artists.
40 unfiltered perspectives. 40 unique creations.
All connected 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, creating the shortest of films. 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 use of different styles and mediums gave the series a very fresh and surprising mood especially when physically displayed in a multimedia exhibition, allowing people to get closer to the artists and their creations experiencing the surprising storytelling presented by the brand.
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 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 yet a visualization of the future of our country, through the lens of 40 young artists.
40 unfiltered perspectives. 40 unique creations.
All connected 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, creating the shortest of films. 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 use of different styles and mediums gave the series a very fresh and surprising mood especially when physically displayed in a multimedia exhibition, allowing people to get closer to the artists and their creations experiencing the surprising storytelling presented by the brand.
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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