In honour of the Year of the Dragon, Biti’s Hunter, a sneaker brand proudly made in Vietnam, embraced tradition and designed a Tet campaign that is infused with powerful symbols, inspiring an unwavering determination to confront the upcoming challenges of the year ahead.

This was an exercise where visual idea came first, demanding its destined half: a line that makes the concept come through.
Sometimes the best line isn't the newly written, but one that has lived intact in the blood of generations: a Vietnamese proverb.
“Hard Foot, Soft Stone”
Unwavering determination (foot) triumphs over obstacles (stone).

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​ONE SHOW 1x Shortlist​​​​​​​
ADC 2x Shortlist
MADSTARS Outdoor Craft - Bronze  
MADSTARS 3x Finalist

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​​Role: copywriting

Time: 2024

Credit: 

Group ECD: Livio Grossi
ACD: Raphael Almazan

Copywriter: Myself

Art Director: Quốc Bảo, Trân Đỗ.