Children worldwide gain pride in their nations by learning and treasuring the cultural values embedded in local folklore. However, for the last 10 years, Vietnamese children have been significantly losing interest in Vietnamese old tales and lose attachment to their country.
Meanwhile, Biti’s – one of the most popular national brands – desires to increase the brand power & brand love among the nation and the people, and step closer to becoming an iconic brand standing for and supporting the important culture values.
Coincidentally 15 years ago, Biti’s once did a legendary TVC telling the story of the Vietnamese ancestors’ footsteps to build the country, starting from the very famous founding folklore story – Sons of The Fairy and The Dragon, Vietnamese Origin Legend, which is strongly recalled by 25-40 years-old parents nowadays (who’re also the key target consumers of the brand). And then, the brand started reinventing this founding story ‘CON RONG CHAU TIEN, telling it in a lively and exciting animation video for the first time in Vietnam.
The campaign successfully reignited the national love for folklore & bringing the brand to the next level of being beloved by the people & the media nationwide.