ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Illustration
Annual ID
OSA21_PCR003M
Description
To celebrate HaNoi’s 1010 anniversary and its eclectic culture we drew inspiration from the city ancient name Thang Long (Rising Dragon).
Each model of the Biti’s Hunter HANOI PATCHWORK EDITION is designed based on a mix of all the different, interesting and unique aspects of HaNoi.
The Rising Dragon, re-blends every element together in an even grander and powerful symbol.
As every Vietnamese dynasty had a different dragon with unique traits, we created our very own beast taking inspiration and mixing together different characteristics of past dragon’s dynasties.
Despite being made entirely of shoes and shoes’ parts the dragon feels majestic and dynamic, without feeling too bestial or aggressive.
Thanks to abundance of details, different materials, fabrics and textures the fantastic beast feels real and tactile.
Emerging from clouds, made of shoe laces, as most of the dragons were depicted through history, we decided to keep the background minimal to make the creature stand out and let every details shine.
The simple gradient background, mostly dark, was directly inspired by Vietnamese lacquer art.
The headline and logos were stacked and placed on the side to recall an ancient scroll. The typography choice adds a modern twist while the texture treatment further recalls ancient brush strokes.
2021 Awards
Total Points: 2
Merit Award
Credits
Agency
Dentsu Redder Vietnam / Ho Chi Minh City
Production Company
Illusion CGI Studio / Bangkok
Art Director
Livio Grossi
Copywriter
Thanh Ngo
Chief Creative Officer
Edmund Choe
Creative Director
Livio Grossi
Account Manager
Hieu Bui
Senior Account Executive
Quynh Nguyen
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