The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

A Step Forward

Agency Dentsu Creative Vietnam

Client Biti's


Craft / Storytelling

Annual ID


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 simply 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. We told 40 different stories of progress in 40 frames. 40 young and inspiring Vietnamese voices. 40 unfiltered perspectives. 40 unique creations. All connected together in One Step Forward for Vietnam. And since our target audience has an attention span of a split second. We decided to use that time to impress and surprise them with a story of progress. Every artists was given complete freedom to express their personal POV on the assigned topic of progress, with the only exception to integrate ( in whatever way they wanted ) the shoe in the exact pre-established position. Each creation had to work on multiple platforms: videos, static and installation. The use of different styles and mediums gave the series a very fresh and surprising look and feel 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. People’s response was overwhelming. the campaigned reached 3000 Exhibition Attendances More than100 earned PR articles 2 million organic social engagements All despite ZERO MEDIA Booking. 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: 3




Dentsu Creative Vietnam

Art Director

Dung Cao


Lam Tran
Vy Bui


Louis Codron

Chief Creative Officer

Edmund Choe

Creative Director

Livio Grossi

Chief strategy Officer

Hung Vo

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