BITI'S HANOI RISING

TitleBITI'S HANOI RISING
BrandBITI'S HUNTER
Product / ServiceBITI'S HUNTER STREET SNEAKERS
CategoryB03. Print & Publishing
EntrantDENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM
Idea Creation DENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM
Media Placement DENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM
PR DENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM

Credits

Name Company Position
HIEU BUI DENTSU REDDER AGENCY Account Manager
LIVIO GROSSI DENTSU REDDER AGENCY Creative Director
EDMUND CHOE DENTSU REDDER Executive Creative Director

Cultural / Context information for the jury

To celebrate HaNoi’s 1010 anniversary and its eclectic culture we drew inspiration from the city ancient name Thang Long (Rising Dragon). Each model of the Biti’s Hunter HANOI PATCHWORK EDITION is designed based on a mix of all the different, interesting and unique aspects of HaNoi. The Rising Dragon, re-blends every element together in an even grander and powerful symbol.

Translation. Provide a full English translation of any text.

Headline: HaNoi. Proudly Rising for 1010 years.

Tell the jury about the art direction.

As every Vietnamese dynasty had a different dragon with unique traits, we created our very own beast taking inspiration and mixing together different characteristics of past dragon’s dynasties. Emerging from clouds, made of shoe laces, as most of the dragons were depicted through history we decided to keep the background minimal to make the creature stand out and let every details shine. The simple gradient background, mostly dark, was directly inspired by Vietnamese lacquer art. The headline and logos were stacked and placed on the side to recall an ancient scroll. The typography choice adds a modern twist while the texture treatment further recalls ancient brush strokes

Links
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