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.
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Category
Community Building
Annual ID
OA23_PR008M
Biti’s is a shoe brand in Vietnam that has a clear purpose of moving ideals, hopes, and ambitions.
They are an icon of progressiveness and have created cultural waves with each previous campaign.
For their 40th anniversary, instead of having the brand simply talk 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.
“A Step Forward,” is a reflection on Vietnam’s 40 years of progress and at the same time a visualization of the future of the country.
The campaign was created through the lens of 40 Vietnamese young artists, each of whom was given complete freedom to express their personal perspective on the topic of progress.
The only requirement was that the shoe had to be integrated into the work in some way.
40 unique creations. 40 unfiltered perspectives. 40 original frames.
All connected together in One Step Forward for Vietnam.
The 40 different stories of progress were then brought together in a multimedia exhibition that allowed people to get closer to the artists and their creations.
The exhibition was also supported by more than 60 KOLs and communities, who helped to spread the word about the campaign and generate real thought-provoking conversations.
Despite 0 media booking, “A Step Forward” was a huge success, reaching 3000 exhibition attendances, more than 100 earned PR articles, and 2 million organic social engagements.
It also resulted in a 40% increase in brand recall and consideration, a 42% increase in website and store traffic, and a 30% boost in sales.
All considering Vietnam retail industry declining by 30% during the same period.
Most importantly A STEP FORWARD has proved to be far more than just an advertising campaign. It’s a celebration of national pride.
They are an icon of progressiveness and have created cultural waves with each previous campaign.
For their 40th anniversary, instead of having the brand simply talk 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.
“A Step Forward,” is a reflection on Vietnam’s 40 years of progress and at the same time a visualization of the future of the country.
The campaign was created through the lens of 40 Vietnamese young artists, each of whom was given complete freedom to express their personal perspective on the topic of progress.
The only requirement was that the shoe had to be integrated into the work in some way.
40 unique creations. 40 unfiltered perspectives. 40 original frames.
All connected together in One Step Forward for Vietnam.
The 40 different stories of progress were then brought together in a multimedia exhibition that allowed people to get closer to the artists and their creations.
The exhibition was also supported by more than 60 KOLs and communities, who helped to spread the word about the campaign and generate real thought-provoking conversations.
Despite 0 media booking, “A Step Forward” was a huge success, reaching 3000 exhibition attendances, more than 100 earned PR articles, and 2 million organic social engagements.
It also resulted in a 40% increase in brand recall and consideration, a 42% increase in website and store traffic, and a 30% boost in sales.
All considering Vietnam retail industry declining by 30% during the same period.
Most importantly A STEP FORWARD has proved to be far more than just an advertising campaign. It’s a celebration of national pride.
2023 Awards
Total Points: 2
Merit Award
Credits
Agency
Dentsu Creative Vietnam
Client / Brand
Biti's
Animator
Louis Codron
Art Director
Duong Cao
Chief Creative Officer
Edmund Choe
Chief Strategy Officer
Hung Vo
Creative Director
Livio Grossi
Designer
Anh Hoang
Quỳnh Dương
Thu Le
Tran Do
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