Biti's, a footwear brand in Vietnam, aimed to go beyond being just a shoe brand and become a national icon of progressiveness. For their 40th anniversary, they wanted to reflect on the country's progress and engage in thought-provoking conversations. The brand's previous campaigns had already created cultural waves, setting the stage for a groundbreaking approach.

The creative challenge was to shift consumer behavior by positioning Biti's as more than a shoe brand and celebrate the progress of both the brand and the country. The goal was to ignite national pride and inspire people to view Biti's as an embodiment of progress and cultural advancement.

The creative idea behind the campaign was to showcase Biti's as a national icon, embracing progressiveness and inspiring cultural advancement. Instead of simply talking about the brand, the campaign celebrated every step forward the country and society had taken alongside Biti's in the past 40 years. "A STEP FORWARD" was introduced as 40 stories of progress connected together in one big step forward for Vietnam. The campaign aimed to impress and surprise the target audience within their short attention span.

The campaign was launched with a 1.6-second film that immediately created viral online buzz. Communication was organically spread by 40 diverse artists and amplified by over 60 key opinion leaders (KOLs) and 60 online communities. An interactive website was created to provide deeper insights into each topic and the artists' interpretations. The website allowed users to scroll through frames, revealing engaging interviews, immersive content, and behind-the-scenes material. Additionally, a multimedia exhibition showcased the creations of all 40 artists, bringing people closer to the artists and their work.

The campaign received an overwhelming response, with over 3000 exhibition attendances and more than 100 earned PR articles. It garnered 2 million organic social engagements despite having zero media booking. The campaign successfully overachieved on brand metrics by generating awareness and high engagement. It also changed consumer behavior by shifting perceptions of Biti's and fostering a sense of national pride. The improved brand health was evident through increased consideration and preference. Moreover, the campaign contributed to short, medium, and long-term sales success, driving shareholder value and revenue for Biti's.

The "A STEP FORWARD" campaign by Biti's creatively positioned the brand as a national icon of progressiveness and cultural advancement in Vietnam. By celebrating the country's progress alongside Biti's 40-year journey, the campaign ignited national pride and changed consumer behavior. The execution included a 1.6-second film, organic communication by artists, an interactive website, and a multimedia exhibition. The campaign successfully overachieved on brand metrics, changed consumer behavior, improved brand health, and created short/medium/long-term sales success. It showcased Biti's commitment to progress and positioned the brand as a symbol of inspiration. Overall, the campaign was a celebration of national pride while driving exceptional results for Biti's.