B R A N D I N G & A D V E R T I S I N G C A M P A I G N
A collaboration between AirAsia Foundation and Sapanapro to improve
economic condition of the Red Dao tribe in Sapa
/ Mission
To boost Red Dao Women’s living situation by promoting their talent of hand stitching hill tribe products that meet the taste of a new customer base drawn from its urban and foreign visitors
/ Insight
Each Red Dao woman gradually imparts her personality and symbols into her individual designs and clothing once they start learning to sew simple patterns at the age of 8/9. It’s said that no 2 women’s artwork is the same as each girl learns to develop her own individual style and interpretation of traditional patterns.
/ Idea
Embracing the individuality of Red Dao’s handmade crafts(homestay products) by targeting the uniqueness of each piece because every piece is sewn by a different Red Dao woman, has a different personality and tells a different story.
/ Brand Positioning
Her art, her story – Every piece has its own identity and story, sewn by different women.
/ Brand Tone & Manner
Organic but new, minimal, approachable
