Biti's Smart: A shoe can make kids smarter

Biti's Kids, a footwear brand, designed a smart shoe and paired smartphone app that allowed Vietnamese parents to monitor how much physical exercise their kids were doing, as part of their education.

Campaign details

Brand: Biti's / Biti's KidAgency: Dentsu Redder

Strategy

'STUDY! STUDY! STUDY!' is believed to the only way to make kids' smarter in Vietnam. Most Vietnamese parents have their kids sitting on the school bench, after-school class chairs, then back at home finishing their homework. Just like that, most of Vietnamese kids' childhood is spent on sitting. Even when physical activity has been recommended for child holistic development for the past decade. Most Vietnamese parents still struggle to let their children partake physical activity.

As a result, more than 90% of students are reported to have...

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