DENTSU REDDER CREATIVE AGENCY

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.