Campaign details
Brand: Biti's HunterAgency: Dentsu RedderRegion: APAC
Strategy
Objective
'Made in Vietnam' had never been able to trigger pride in Vietnamese people.
Vietnamese youngsters respond to international cultural influences: Japan for its minimalism, Korea for its fashion, etc. Ironically, when it comes to their own culture, they just can't see any outstanding aspects to aspire to and be proud of. Sadly, the same inferiority sentiments trickle down to products that come with the tag 'Made In Vietnam' – regardless of their top-notch, international quality standards.
This social construct presents a unique opportunity for Biti's...