Tag: Dentsu Redder

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. 

Vietnam – Dentsu Redder has teamed up with tech-powered logistics company Giao Hàng Tiết Kiệm (GHTK) in reimagining logistics as a force for good with “Nối Việt Nam – Giao Ngày Mới” or “Connect Vietnam, Deliver Futures”, to empower Vietnamese independent entrepreneurs to achieve the future they deserve.

At the heart of this campaign is the iconic GHTK green tape, which Dentsu Redder has redesigned with a digital pixelated effect to symbolize GHTK’s tech-forward evolution and the bridge-ways it creates for Vietnamese merchants to connect supply and demand to deliver growth.

The campaign includes a teaser launch, a two-minute film highlighting the journey of Vietnamese merchants, and impactful out-of-home (OOH) ads at city gateways, airports, and LED displays in central Hanoi. 

Together, these assets have garnered significant engagement on platforms like TikTok, Facebook, and YouTube, with the main film achieving over 7.7 million views and 33.7 million impressions.

Amidst a slower economic environment and a hyper-competitive e-commerce landscape, entrepreneurship in Vietnam, particularly among independent merchants, has continued to rise. Yet, unlike bigger and more established brands and e-commerce platforms, smaller independent merchants face obstacles in logistics set up.

To serve the needs and enable these merchants to overcome barriers and unlock new opportunities, GHTK transformed itself from a traditional logistics company to offer tech-powered solutions that are accessible to independent entrepreneurs.

Duy Thông, CEO at Dentsu Redder, commented, “As one of Vietnam’s largest logistics providers, GHTK has a remarkable ability to drive significant impact for Vietnam’s independent merchants, and this aligns with our commitment to support our partners to be a force for good.”

He added, “The incorporation of the GHTK tape has established a distinctive and recognizable branding component, positioning the brand as a highway connecting every distance to deliver innovative solutions to Vietnamese merchants. We are delighted to be able to create something meaningful with GHTK that supports growth, resilience, and success within Vietnam’s entrepreneurial community.”

Vietnam – Biti’s Hunter has tapped Dentsu Redder for the launch of “Buoc Toi” (Step Forward), a bold rebranding campaign that captures the emotional journey from fear to exhilaration, represented by the courage to step into the unknown while empowering the audience to overcome self-doubt. 

Through the campaign, Biti’s Hunter embraces a contemporary identity as a sneaker-led lifestyle brand that is a symbol of Vietnamese progress and self-expression, allowing it to resonate with the aspirations of young Vietnamese. 

Centered on “stepping into the unknown”, the campaign used emotional storytelling inspired by the aspirations and challenges of young Vietnamese to resonate with the target audience.

The brand’s decision to undergo a rebranding and repositioning effort by embracing a more contemporary approach aligns with the aspirations and raw emotions of young Vietnamese. It is captured by visualising an individual’s journey that goes from fear and doubt when embarking on something new, to a realisation and eventually an exhilaration knowing that it is something that he/she can now do – a metaphor for the emotions of the generations of today and tomorrow that are questioning their place in Vietnam’s future. 

Biti’s Hunter emerges as a rallying call—empowering them to push boundaries, make history, and shape culture. With a striking new identity, the brand aims not just to stay relevant, but to own the emotional moments where boldness and progress ignite.

To showcase Biti’s Hunter first streetwear collection, Dentsu Redder created a visual narrative that blends contemporary fashion with the rich, vibrant essence of local Vietnamese culture. This approach not only introduces the collection but also highlights the gritty, authentic vibe of the brand.

Phu Le, marketing manager at Biti’s Hunter, said, “For the past decade, Biti’s Hunter has inspired people to take pride in their roots. As we evolve with the progress of our country and people, we will continue to motivate and empower Vietnamese people to believe in the limitless possibilities of where they can go. With “Buoc Toi”, Dentsu Redder has powerfully delivered a story that has helped Biti’s Hunter own the moments where emotions are born.”

Meanwhile, Livio Grossi, group ECD at Dentsu Redder, commented, “The best brands make you feel something. With Biti’s Hunter’s new identity, we are not just showing you change; we’re inviting you to experience it. We have had an endearing journey with Biti’s Hunter’s over the years and are very proud to be able to deliver this meaningful campaign to launch a new and stronger phase for the brand.”