The document discusses the Vietnamese flip-flop market and opportunities for Biti's, the market leader. It provides context on the market size and consumer preferences. The key insight is that while flip-flops are popular for their comfort, consumers experience foot injuries when wearing them during active use. Biti's seeks to address this with a new "Zero" flip-flop line that offers superior comfort and no foot injuries. The document requests a campaign idea to create awareness for Biti's Zero as the most comfortable flip-flop that allows spontaneous movement, leveraging a budget of $620K across social, digital and activation channels over 2 months.