Dentsu Redder Vietnam collaborates with 40 local artists to create Biti’s 1.6 second campaign
Biti’s is more than a shoe company in Vietnam. They have always had a clear purpose of moving ideals, hopes and ambitions for the country. This is what has made them the national icon of progress they are today.
For their 40 year anniversary, Dentsu Redder Vietnam decided to create something iconic, collaborating with 40 young and diverse local artists. 40 unique creations. 40 inspiring conversations. And it all goes by in the blink of an eye.
The campaign only lasts 1.6 seconds.
WHY SO FAST?
1.6s is 40 frames.
1.6s is the time it takes to make a physical step forward.
And 1.6s is the average attention span for our audience on social media.
No, really.
How long do you think a kid gives a new advertising post?
Not long.
Every single frame represents advancement in a specific area.
From Exports to Beauty Standards. From Urbanization to the Spirit of Unity. From Poverty Management to Olympics. Through their own craft and unfiltered perspective, each of the 40 artists brought to life a single word and the meaning of progress behind it. All 40 brought together in one metaphorical step forward for Vietnam.
Dentsu Redder Vietnam also created an interactive website to dive deeper into each topic and the artists’ interpretations. Scrolling through frame by frame reveals engaging interviews, immersive content and fascinating behind-the-scenes material.
VIEW THE 1.6 SECONDS AD
VIEW THE LAUNCH VIDEO
View some of the video creations below:
A step Forward in Music
A step Forward in Sustainability
A step Forward in Renewable Energy
A step Forward in Fashion
A step Forward in Happiness
Credits
Agency: Dentsu Redder
Advisors: Hùng Võ, Uyên Phạm
Executive Creative Director: Edmund Choe
Group Creative Director: Livio Grossi
Copywriters: Lâm Trần, Vy Bùi, Tuấn Cao
Art Director: Dung Cao
Design team: Quỳnh Dương, Trân Đỗ, Trang Ngô, Louis Codron, Trân Đỗ, Minh Trung, Phước Thịnh, Hà Ny, Hoàng Anh, Thư Lê, Thành Đàm, Trung Đông, Dương Dương, Quỳnh Dương
Production team: Sang Ngô, Bình Nguyễn, Hưng Nguyễn, Thố Phan
Social team: Chi Lê, My Trần, Vân Lê
Traffic team: Khánh Lý, Anh Phan
Account team: Hiếu Bùi, Tiên Lê, Ngân Dương, Lộc Hoàng, Gia Bảo
Strategy team: Vân Kiều, Phát Đỗ
Client: Biti’s Vietnam
Production Partners: C+P, Vietcetera, The Lab SG, LALA Land, Westa, VC Corp
Artists: Chí-An, Quỷ Cốc Tử, Chinh Ba, Hà Minh Khôi, Ươm Art Hub, PASPEGGA, CHIE x MERA, Chợ Chời Creative, Chú Môi, The Lab SG, Summer Lê, MATSAUMAYRAM, Một Quả Tắc, Hoàng Anh, Dong_4, Nhân Gaaus, Lai Thượng Hưng, Quyen & Nam Station, Kama, Thuận Huỳnh, Huy Ròm, Danis Nguyễn, Loan Cao, Todd Huỳnh, Studio É È ft. Cam, La Zung, Tèo Phạm, Yenjii Vu, HEO ĐẤT, Tattoonista.an, Tùng Chu, Nam Long, Bảo Việt, JIJI & MINMIN, From Another, Mai Vũ, Nguyễn Ngọc Tiến, BT Studio – Hoàng Hiếu, TIDU, Người Đá
