BITIS VIETNAM
Client: BITIS VIETNAM
Product: SNEAKER SUB-BRAND: BITIS HUNTER
Title: GO FOR LOVE
Media: ANTS
Country: VIETNAM
Date Of Campaign: 12th Feb 2020
Background: Speaking the 3rd complicated language in the world, yet when Vietnamese lovers want toaddress each other, in majority of poems and songs, they have only one choice: ANH /pronoun: old man/ EM /pronoun: young woman/Apparently old men and young women are the only people in love? How about old womanand young man, man and man, woman and woman and multiple other modern relationships.As a Vietnamese footwear brand for young people that stands for HUMANPROGRESSIVENESS, Biti’s Hunter wants to challenge this, on Valentines’ day.
Idea: BITI’S HUNTER collaborated with Vietnam’s icon of modern loves: transgender queenHuong Giang to celebrate Valentines’ day with the most radical statement: “When words don’t describe us, we create our own.Introducing AM - the first ever gender and age neutral pronoun for Vietnamese lovers toaddress each other.”The movement started releasing a look-book featuring Huong Giang wearing BITI’SHUNTER EQUAL LOVE edition, painting AM over lyrics of the trendiest love songs,accompanied with a film explaining meaning of the new word. The idea immediately inspiredVietnamese influential singers, composers, poets to join the conversation revising their ownworks - with the equal pronoun.
Results: Within two days, the initiative completely took over the Valentines occasion, becoming theNo.1 talked about, TOM idea in Vietnam, creating the biggest buzz with 18,156,162impression within 2 days, earned media from over 30 publishers, 870k social engagementswithin 2 days against limited budged, 3k pre-orders within 4 days. Most importantly, not only progressive artists, but real people, across genders, used the am words to share their love messages.Everything was achieved with only 100,000 USD, all included.
PR
Gold
![](https://assets.caples.org/2020-judgingfiles/160t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2611t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2011t.jpg)
![](https://assets.caples.org/2020-judgingfiles/764t.jpg)
Silver
![](https://assets.caples.org/2020-judgingfiles/1529t.jpg)
![](https://assets.caples.org/2020-judgingfiles/163t.jpg)
![](https://assets.caples.org/2020-judgingfiles/681t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2588t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1760t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1861t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1769t.jpg)
![](https://assets.caples.org/2020-judgingfiles/563t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2042t.jpg)
![](https://assets.caples.org/2020-judgingfiles/223t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1974t.jpg)
![](https://assets.caples.org/2020-judgingfiles/360t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2406t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1693t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1657t.jpg)
![](https://assets.caples.org/2020-judgingfiles/613t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1281t.jpg)
![](https://assets.caples.org/2020-judgingfiles/667t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1236t.jpg)
Bronze
![](https://assets.caples.org/2020-judgingfiles/299t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1566t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1349t.jpg)
![](https://assets.caples.org/2020-judgingfiles/286t.jpg)
![](https://assets.caples.org/2020-judgingfiles/347t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1237t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1743t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1808t.jpg)
![](https://assets.caples.org/2020-judgingfiles/169t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1232t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1993t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2003t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1950t.jpg)
![](https://assets.caples.org/2020-judgingfiles/85t.jpg)
![](https://assets.caples.org/2020-judgingfiles/705t.jpg)
![](https://assets.caples.org/2020-judgingfiles/365t.jpg)
![](https://assets.caples.org/2020-judgingfiles/246t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1597t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2069t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1331t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1000t.jpg)
![](https://assets.caples.org/2020-judgingfiles/644t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1845t.jpg)
![](https://assets.caples.org/2020-judgingfiles/669t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1686t.jpg)
![](https://assets.caples.org/2020-judgingfiles/987t.jpg)
![](https://assets.caples.org/2020-judgingfiles/2129t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1701t.jpg)
![](https://assets.caples.org/2020-judgingfiles/1699t.jpg)