Dentsu Redder has partnered with Biti's Hunter for the launch of "Buoc Toi" (Step Forward), a bold rebranding campaign that captures the emotional journey from fear to exhilaration, represented by the courage to step into the unknown while empowering the audience to overcome self-doubt. Through the campaign, Biti鈥檚 Hunter embraces a contemporary identity as a sneaker-led lifestyle brand that is a symbol of Vietnamese progress and self-expression, allowing it to resonate with the aspirations of young Vietnamese.
Phu Le, marketing manager, Biti's Hunter, commented, 鈥淔or the past decade, Biti鈥檚 Hunter has inspired people to take pride in their roots. 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 鈥淏uoc Toi鈥, Dentsu Redder has powerfully delivered a story that has helped Biti鈥檚 Hunter own the moments where emotions are born.鈥
Livio Grossi, group ECD, Dentsu Redder, commented, 鈥淭he best brands make you feel something. With Biti's Hunter鈥檚 new identity, we are not just showing you change; we鈥檙e inviting you to experience it. We have had an endearing journey with Biti鈥檚 Hunter鈥檚 over the years and are very proud to be able to deliver this meaningful campaign to launch a new and stronger phase for the brand.鈥
Centred on "stepping into the unknown鈥, the campaign used emotional storytelling inspired by the aspirations and challenges of young Vietnamese to resonate with the target audience.
The brand鈥檚 decision to undergo a rebranding and repositioning effort by embracing a more contemporary approach aligns with the aspirations and raw emotions of young Vietnamese. It is captured by visualising an individual鈥檚 journey that goes from fear and doubt when embarking on something new, to a realisation and eventually an exhilaration knowing that it is something that he/she can now do 鈥 a metaphor for the emotions of the generations of today and tomorrow that are questioning their place in Vietnam鈥檚 future. Biti's Hunter emerges as a rallying call鈥攅mpowering them to push boundaries, make history, and shape culture. With a striking new identity, the brand aims not just to stay relevant, but to own the emotional moments where boldness and progress ignite.
To showcase Biti's Hunter first streetwear collection, Dentsu Redder created a visual narrative that blends contemporary fashion with the rich, vibrant essence of local Vietnamese culture. This approach not only introduces the collection but also highlights the gritty, authentic vibe of the brand.