Publicis’ Multinational Advertising Agency, Mondelēz International, and Digitas Vietnam, along with Artificial Intelligence (AI) startup, D-ID, are collaborating to transform food marketing into an interactive, user-driven experience.

Simon Crowther, Vietnam Marketing Director at Mondelēz, said, “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.”

Mondelēz Mooncake brand, Kinh Do, started a campaign in Vietnam to bring the spirit of the Mid-Autumn Moon Festival to life. Vietnam’s most popular mooncake brand, Kinh Do, is part of this festival’s highlight.

Anish Kotian, Deputy Managing Director at Publicis Vietnam, said, “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.”

Mondelēz has created a website where viewers can revisit Mid Autumn festivals of years past, utilizing machine-learning technology developed by D-ID, the company behind Deep Nostalgia.

Gil Perry, CEO, and co-founder of D-ID said, “D-ID is the global leader in using AI and deep learning to breathe new life into people’s memories. The opportunities presented by our technology are limitless, and as this advertising campaign shows, the potential relies only on the imagination and creativity of our partners.”

Through this collaboration, D-ID has unveiled for the first time its latest technology: Group Stitchback. This technology automatically stitches back together multiple animated faces into an image that has been made alive. During the Mid-Autumn Moon Festival, users can upload a single photo taken during the festival. Through its patented Live Portrait technology, D-ID then ‘automatically’ animates faces in the photo to create a holiday mini-clip with a warm message. Users can then share the mini-clip across social media platforms.