VIETNAM RISING
Biti’s Hunter Street x Viet Max x Tet Holiday 2021
Role: Concepting, Copywriting
A SHOES COLLECTION REPRESENTING ALL PROUDLY-MADE-IN-VIETNAM THAT HAVE MADE IT, TO THE WORLD STAGE!
If you happen to know Anselmo Ramos the legend, here is another “The Secret” story :D
Like Nike of the States, Havaianas of Brazil, Biti’s is the Vietnam’s national shoe brand that
I have always dreamt to work for, alongside its creative partner agency, Dentsu Redder.
And all I did was kept on asking the Universe for it.
2018
Through the business club I found, I made Biti’s Hunter #GoFarToComeBack, the topic for 1st business case competition for high schoolers in Vietnam. As the competition was broadly celebrated and participated, I was able to connect to Biti’s CMO/ Redder’s CEO, Hung Vo to do a magic trick for him :D and keep in touch.
2019
I left Vietnam & came to the States for my college degree, alongside 3 pairs of Biti’s.
2020
Covid hit and I flew back to Vietnam, looking for an internship. As Bitis was launching #CanvasofPride to motivate the country to fight Covid-19, I took the initiative to join the campaign. The CEO loved it & I got the chance to ask him about interning at the company. Unfortunately, my resume as a college freshman without any prior work experience couldn’t cut it.
And so I interned at TBWA\Group Vietnam. 6 months later, I happened to win Silver at Young Lions Vietnam and met my mentor, Thanh Ngo, at the ceremony night. Well, he just so happened to be Dentsu Redder’s Creative Lead…
January 2021, and here I was finally working on Vietnam Arising for Biti’s,
The campaign represents the Young Generation of Vietnam and my youth
And all I have to say is to thank my early self and the Universe for it!
