Biti's Hunter 'steps forward' in new branding campaign

Vietnamese footwear brand Biti's Hunter is stepping into streetwear culture for the launch of its next generation product line.

Partnering with Dentsu Redder, its new 'Buoc Toi' (Step Forward) campaign introduces a new contemporary look and feel for the brand in a bid to appeal to younger Vietnamese consumers. As a sneaker-inspired lifestyle brand, Biti's Hunter has created a new line of shoes, apparel and accessories with a refreshed logo. 

Central to this is a new brand film (see below) which leans on the idea of moving ahead by conquering fears, stepping into the unknown and feeling the rush of exhilaration when doing so. 

“The best brands make you feel something. With Biti's Hunter’s new identity, we are not just showing you change; we’re inviting you to experience it" says Livio Grossi, Group executive creative director at Dentsu Redder. 

The film is running on TV and online, with paid ads on Facebook, Instagram, YouTube, and TikTok. This will be accompanied by out-of-home display ads, including billboards in Hanoi and Ho Chi Minh City, bus advertising and LCD displays in 100 buildings. Social outreach involves unboxing content with influencers, community engagements and partnerships with Line Creative

“For the past decade, Biti’s Hunter has inspired people to take pride in their roots," says Phu Le, Biti's Hunter marketing manager. "As we evolve with the progress of our country and people, we will continue to motivate and empower Vietnamese people to believe in the limitless possibilities of where they can go. With “Buoc Toi”, Dentsu Redder has powerfully delivered a story that has helped Biti’s Hunter own the moments where emotions are born.”

The brand's new gritty-streetwear vibe is also evident in its new rebranding video. Interim results from the campaign have been positive with a 30% sales uplift reported compared to two weeks prior. 

CREDITS

ECD: Livio Grossi
ACD: Raphaël Almazan
Copywriters: Lâm Trần, Vy Bùi, My Ngô, Tuyền Nguyễn
Art Director: Dung Cao
Designers: Đặng Chương Quốc Bảo, Trung Đông, Đinh Minh Tân, Minh Hiển, Line Collective
Account team: Vy Vương, Uyên Nguyễn, Quỳnh Trần, Vy Dương, Phương Trần, Yên Phạm
Production team: Sang Ngô, Thố Phan

Film Production: Bullet Bangkok
Director: Michael Medway
Post Production: Paume Paris, Kitchenette Paris
KVs and Look-book: AntiantiArt
Branding Firm: M-N Associates
Strategy Partner: C+P Consulting