What if your grandma could smile at you again? Publicis Vietnam and Mondelez are making it possible to bring old family photos to life. Faces can smile, blink and turn their heads. The campaign by Publicis, Spark and Digitas is for Mondelez Kinh Do mooncakes, a brand that is synonymous with the Trung Thu festival in Vietnam, which takes place on September 21 this year.
The experience, housed on Kinh Do’s new genealogy platform, is made possible with deep learning artificial intelligence from D-ID, a leading technology company based in the United Kingdom and Israel, creators of the MyHeritage app.
Simon Crowther, marketing director of Mondelez Kinh Do Vietnam, stated, “Kinh Do stands for meaningful Vietnamese traditions that bring family together and keep the culture alive. With the pandemic lockdown situation in the country, the festival atmosphere that used to line up the streets with stalls of mooncakes was not attainable this year. Through technology, we are able to bring the spirit of the festival online – testament to the fact that nothing can stop Kinh Do in keeping cultural traditions alive.”
The Trung Thu festival has been around for more than 2,000 years and is the second most important festival in the country after Tet (Lunar New Year). It is a time when families come together to celebrate the full moon, when Kinh Do brings mooncakes to millions of Vietnamese.
Unfortunately, Trung Thu has been losing its sheen in recent years as Vietnam moves towards a digitally-driven economy. Kinh Do has taken on a responsibility for keeping meaningful Vietnamese traditions alive, which means reaching a new generation via digital and social channels. The Kinh Do Trung Thu platform also makes it possible to relive family memories in the midst of a lockdown – Vietnam’s strictest since the COVID pandemic began.
Anish Kotian, deputy managing director, Publicis Vietnam stated, “This is a coming together of head, heart and hand in one idea. Activating the Power of One, we formed a group of experts across Publicis Groupe from creatives, data, technology and media to bring the magic of Trung Thu to life.”
Credits:
Client: Mondelez Vietnam
Senior Director of Marketing, SEA: Nikhil Rao
Associate Director, Marketing Head, Vietnam: Simon Crowther
Marketing Manager: Pham Thi Ngoc Tung
Brand Manager: Nguyen Thi Van Anh
Assistant Brand Manager: Nguyen Ha Kieu Anh
Creative Agency: Publicis Vietnam
Group Chief Executive Officer: Lukasz Roszczyc
Managing Director, Publicis Communications: Kate Bayona-Garcia
Deputy Managing Director: Anish Kotian
Executive Creative Director: Andy Soong
Creative Director: Chí Nguyện Lê
Associate Creative Director: Lợi Hồ
Art Director: Raphael Almazan
Copywriter: Anh Nguyễn
Account Director: Chi Nguyễn
Senior Account Executive: Phát Phan
Integrated Planning Director: Ravi Iyer
Planning Manager: Hương Nguyễn
Data and Technology Agency: Digitas Vietnam
General Manager, Digitas: Julian Brzoska
Technical Director: Nguyên Võ
Technical Manager: Quân Đỗ
Senior Account Manager: Huy Trần
Senior Content Writer: Trúc Trần
Senior UI/UX Designer: Hà Huỳnh
Media Agency: Spark Vietnam
Managing Director, Publicis Media: Vineeth Dhruvan
Deputy General Manager: Mayukh Ghosh
Senior Business Director: Tram Huynh
Senior Media Planner: Thuy Tran
Senior Digital Planner: Thành Phan
Planning Manager: Bảo Trần
PR & Social: MSL Vietnam
Head of Influence & Impact: Melissa Caranto
PR Lead: Phong Lê
Social Associate Lead: Ngọc Đào
Social Media Manager: Phát Mã
Junior Art Director: Thủy Trần
Content Writer: Duyên Phan
