Creative Branding in the Fight Against COVID-19
Vietnam has emerged as a global leader in combating the spread of COVID-19, implementing timely and effective measures early on. By February 1, the country had taken decisive action, including suspending flights to and from China, closing schools, and enforcing strict 21-day quarantine protocols. While many nations imposed similar restrictions, Vietnam's proactive approach set it apart.
Branding Meets Social Impact: Biti’s Response
Amid the pandemic’s challenges, Vietnamese footwear brand Biti’s found a unique way to uplift spirits. Collaborating with popular hip-hop artist Viet Max, the company launched the "Vietnamese Canvas of Pride" collection. This campaign was designed to spread positivity by highlighting stories of frontline heroes battling the virus.
Designing Stories of Resilience
The collection features vibrant comic-style illustrations printed on Biti’s Hunter shoes, celebrating the creativity and determination of healthcare workers and other everyday heroes. Developed in partnership with IO Huy Vo, an art director at Dentsu Redder, the collection invites public participation, allowing individuals to submit designs inspired by acts of courage. Selected entries will be produced as part of the campaign.
Championing Social Responsibility
Biti’s initiative goes beyond storytelling. Ten percent of the proceeds from the collection will support the brand’s foundation, funding essential medical supplies and equipment. This effort underscores the brand’s commitment to national pride and resilience during a challenging time.
Global Efforts to Harness Creativity
Brands and organizations worldwide are also turning to creativity as a tool in the fight against COVID-19. The United Nations recently launched a platform inviting artists to create campaigns that spread awareness and promote safety. “We’re building this as we go, but the need for global collaboration has never been greater,” the UN team explained.
Get Started with Your Branding Journey
Looking to create a branding strategy that makes an impact? At Electric Brand Consultants, we specialize in designing campaigns that align with your goals and values. Reach out to discuss your project, and we’ll share a portfolio tailored to your industry needs.
