Vietnam – Hòa Phát Steel, one of Vietnam’s major steel producers, has launched a new branding campaign with Dentsu Redder, presenting the steelmaking process through stylised choreography and visual storytelling.
The 30-second TVC, titled “Chất Thép Hòa Phát – Năm Châu Gật Đầu” (“Approved Worldwide”), takes an artistic approach to portraying steel manufacturing. Set to the familiar tune of Carmen’s Habanera, the film avoids traditional voiceovers and technical language, instead using rhythm and synchronised movements to depict the production process.
The campaign seeks to reflect Hòa Phát Steel’s position in the domestic market while signalling its aspirations for international recognition.
A representative of Hòa Phát commented, “Beyond our reputation as an entrenched steel manufacturer in Vietnam, we want to speak to the hearts and minds of our stakeholders domestically and beyond in an energetic way that sets us apart from others.”
“Steel manufacturing is a heavy industry, but the spirit of Hòa Phát is anything but. That is why it was important that we can deliver the true essence of Hòa Phát with the solidarity of our people singing to one tune. Dentsu Redder has hit the right note with Approved Worldwide, putting us on the global stage through a much-familiar tune to many,” the representative commented.
Dentsu Redder handled the campaign’s creative direction and execution, including concept development, scripting, musical arrangement, and production at the company’s Dung Quat factory.
Mai Le, senior creative director of Dentsu Redder, shared, “While it can be hard to understand the makings of steel manufacturing, with Approved Worldwide, we wanted to ensure that the audience is able to see a side of it that goes beyond the technicalities of a heavy industry. Particularly for Hòa Phát, it was also important for us to speak to what the well-loved brand represents at its core – where its people power its excellence domestically and globally.”
“A familiar tune, an infectious energy, and impeccably synchronised choreography brought that home for us,” she added.
