There are certain brands which have a strong connection with holidays and festivals. Coca-Cola’s connection to Christmas for instance. Or in the UK, Cadbury’s Creme Egg’s connection to Easter. Kinh Do mooncakes are one of those brands in Vietnam where it is strongly associated with the Trung Thu mid-autumn moon festival.
It’s a family time of year and the brand, owned by global food giant Mondelez, wanted to tap into the memories of the festival and carry those feelings forward to the next generation, to show that those stories never fade.
The campaign, created by Publicis Vietnam, was accompanied by a, D-ID-powered website created with Live Portrait technology. Consumers could upload family photos from previous years and multiple faces in the image are brought to life. Being naturally shareable it created a viral effect in the country.
“The Kinh Do brand has been synonymous with celebrating the Mid Autumn festival in Vietnam for over 20 years. This year – more than ever given the current pandemic – celebrating the season with loved ones is vital in upholding the stories of cherished moments in years gone by. Mondelēz is proud to uphold those values by enabling consumers to revisit, personalize and share those cherished memories. We are thrilled to be working with D-ID on this extraordinary campaign, and look forward to future collaborations,” said Simon Crowther, Vietnam Marketing Director at Mondelēz.
Anish Kotian, Deputy Managing Director at Publicis Vietnam said, “This is a coming together of head, heart and hand in one idea,” said. “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.” The D-ID team have been great partners who have helped in bringing this innovative idea to life.’
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