BITI'S HANOI RISING

TitleBITI'S HANOI RISING
BrandBITI'S HUNTER
Product / ServiceBITI'S HUNTER STREET SNEAKERS
CategoryC03. 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
EDMUND CHOE DENTSU REDDER Executive Creative Director
LIVIO GROSSI DENTSU REDDER AGENCY 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 illustration.

We created a contemporary Vietnamese dragon to appeal and excite the youth while taking inspiration from unique traits and characteristic of the past dynasties’s dragons. Despite being made entirely of shoes and shoes’ parts the dragon feels majestic and dynamic, without feeling too bestial or aggressive. Thanks to abundance of details, different materials, fabrics and textures the fantastic beast feels real and tactile. The color way along the body was carefully placed and make sure it shows a flow without being too messy. The feet are the durable part of the body so we used the sole and rubber to reflect it. A simple gradient background helps the dragon to pop out while serving as a source of light to illuminate some of the intricate details.

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