Biti's Hunter Bringing Tet Home Campaign | Clapboard Ad Archive

Bringing Tet Home

Description

Bringing Tet Home is a heartfelt film campaign developed for Biti's Hunter by the creative agency Dentsu Redder, celebrating the meaningful tradition of Tet, the Vietnamese Lunar New Year. Released in December 2019, this campaign elegantly captures the emotional journey of returning home for Tet, emphasizing that the act of coming back is never truly distant because through one's return, the spirit of Tet is brought home. The narrative revolves around the simple yet profound message that going home for Tet holds a unique significance for individuals and their families. By engaging the audience with the hashtag #DiDeTroVe (Go to Return), Biti's Hunter encourages people to embark on this special journey early, fostering anticipation and connection. Complementing the film, an online event titled "Tet này, về sớm nhé!" (This Tet, Come Home Early) invites participation and offers attractive gifts, strengthening consumer engagement and reinforcing the campaign’s core message. The campaign’s production was handled by Plan A, with media placement managed by ANTS, Dentsu X, and Pinetech, ensuring strong visibility across relevant channels. Rooted in the fashion industry, the campaign not only highlights Biti's Hunter's product line associated with youth and travel but also ties the brand emotionally to Vietnamese cultural values, making it resonate deeply with its audience during a festive period. The carefully crafted storytelling combined with a strategic call to action creates a powerful invitation for consumers to prioritize family and tradition. This single media asset encapsulates a timeless celebration of homecoming and cultural pride, positioning Biti's Hunter as a companion for life’s important journeys.

Credits

Client

Biti's Hunter

Agency

Dentsu Redder, Vietnam

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Campaign Proposition

The "Bringing Tet Home" campaign by Biti's Hunter leverages the emotional and cultural significance of Tết, Vietnam’s lunar new year, to reinforce the brand’s positioning as an enabler of meaningful journeys back to family and tradition. The brand proposition centers on the idea that returning home is not just a physical act but a deeply symbolic gesture of reconnecting with one’s roots and heritage, encapsulated in the tagline that going home brings the essence of Tết with you. This positions Biti's Hunter footwear as an essential companion for the journey home, blending practicality with emotional resonance. Strategically, the campaign taps into the widespread societal insight that Tết is a pivotal time for Vietnamese people to reunite with their families, often after long periods away due to work or study. By naming the film series "Đi Để Trở Về" (Go to Return) and emphasizing a "special Tet journey," the creative angle appeals to a sense of nostalgia, belonging, and the universal desire for reunion during festive seasons. The campaign’s narrative genre and film medium allow for storytelling that personalizes this experience, making it relatable to a broad demographic, particularly young adults who may be living away from home. The use of social media hashtags and an online event encourages proactive engagement, prompting viewers to anticipate their own journeys with Biti's Hunter. This reflects a market strategy focused on emotional connection and community-building, reinforcing brand loyalty while subtly positioning the product as integral to the meaningful act of returning home. Overall, the campaign aligns cultural traditions with contemporary consumer lifestyles, leveraging local insights to deepen brand relevance within the Vietnamese fashion/apparel market.

Creative Device

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