The Challenge

Biti's Hunter embarked on a daring rebranding campaign aimed at capturing the thrilling emotional journey from fear to exhilaration. This transformative campaign symbolizes the courage to venture into the unknown, empowering the audience to conquer self-doubt along the way. As a young Vietnamese sneaker-led lifestyle brand, Biti's Hunter sought to embrace a contemporary identity that resonates with its audience.

The Solution

The brand’s 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’s 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 – a metaphor for the emotions of the generations of today and tomorrow that are questioning their place in Vietnam’s future. Biti's Hunter emerges as a rallying call—empowering 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.

The Results

This campaign focused on Display Advertising, Social Outreach and Partnerships. Throughout its run, 10 OOH billboards in Hanoi and Ho Chi Minh City, LCD displays in 100 buildings, and bus advertising were implemented. Collaborations with around 25 influencers for unboxing content and user-generated templates, and engagement with 40 community pages/groups were done. Biti's Hunter is having an upcoming collaboration with Vietcetera for "screenager" content and Line Creative for a special shoe design.

This rebrand brought a 51% increase in online sales compared to the last 4 weeks, 195% increase in messages to owned channels, more than 6 million in engagement, and 33 million in reach.