Việt Tiến: Brand Revolution

With more than 45 years in business, Việt Tiến was seen by Vietnamese consumers as a menswear brand for middle-aged men, with dated designs. In fact, the brand had kept updating its collections to suit younger men, but it needed a roadmap to prove its change and breakthrough. April has been steadily transforming its image into a modern, youthful, premium and professional one.

"The Moment of Elegance" kicked off the campaign with a film whose camera keeps moving forward, showing a brand on the move while following key moments in a man's life. "Việt Nam tiến lên" rode the football fever with a play on the brand name. "Elegant Vietnamese Spirit" added pride and emotion to the functional message, alongside lookbooks, live branded content on social media and the launch of the Việt Tiến House store chain.