|Title||BITI'S HANOI RISING|
|Product / Service||BITI'S HUNTER STREET SNEAKERS|
|Category||C03. Print & Publishing|
|Entrant||DENTSU 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|
|HIEU BUI||DENTSU REDDER AGENCY||Account Manager|
|EDMUND CHOE||DENTSU REDDER||Executive Creative Director|
|LIVIO GROSSI||DENTSU REDDER AGENCY||Creative Director|
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.
Headline: HaNoi. Proudly Rising for 1010 years.
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.