Dentsu Redder Vietnam launches innovative DarkModeON campaign for BitisHunter
Dentsu Redder Vietnam has introduced the BitisHunter Midnight collection – a rebellious stance against manufactured norms, designed to ignite the spirits of Vietnamese youth.
Gen Z, the masters of adaptation in the digital realm, shed their daytime masks and activate DARK MODE after midnight, fearlessly embracing their unapologetic, authentic selves.
The campaign dives deep into vibrant subcultures, harnessing their raw, unfiltered energy.
Daylight alone cannot contain the fire within the young. It is in the bewitching hours that they truly awaken, venturing into unexplored realms of experience and self-discovery.
The Midnight collection symbolizes audacious choices made in the late hours, empowering individuals to carve unconventional paths, unleash their alternative selves, and conquer the world on their own terms—fearless, audacious, and undeniably authentic.
DarkModeON comes alive through three captivating mini documentaries that delve deep into the essence of the movement. These were launched alongside a visually stunning array of KVs and captivating social content that leave a lasting impression.
To truly immerse our audience in the world of subcultures, Dentsu Redder have published a true-to-life Fanzine that brings the raw energy and authentic stories to light. The digital component empowered the audience to culture jam themselves with an innovative internet plug-in (view the plug-in demo here) that transforms any website into the exclusive DarkModeON hub for their users to seamlessly access subculture information and updates.
Credits
Client: Bitis Hunter
Cường Nguyễn, Gia Phú, Bích Tiên, Lupin Phạm, Đạo Trần
Agency: Dentsu Redder
Creative team: Livio Grossi, Raphaël Almazan, Jiji, Ái Lâm, Quốc Bảo, Minh Tân, Mimi, Yin
Agency Producer: Sang Ngô, Beanie, Thố Phan
Strategy Team: Vân Kiều, Quỳnh Như, Hoàng Bảo, Huy Phạm
Project Team: Hiếu Bùi, Chan Ái, Yến Lê, Khánh Diên
Social Team: Quế Chi, Hải Linh, Thư
Prod. by ZORBA THE IMAGINARY FRIEND
Directed by Andrew Piggott Domanski