Mondelez’s “Keep Stories Alive” Campaign: Bridging Generations Through AI

Background

In an effort to preserve Vietnam’s rich cultural heritage, the “Keep Stories Alive” campaign, spearheaded by Mondelez and executed by Publicis Groupe Vietnam, aimed to connect the past with the future. 

Leveraging the Kinh Do brand, synonymous with the Mid-Autumn Festival, this initiative sought to revive and celebrate cherished family memories. By doing so, it engaged users in a deep narrative that intertwined personal stories with traditional Vietnamese culture during a significant festive period.

Solution

Central to the campaign’s success was the innovative use of deep learning artificial intelligence, provided by D-ID, a tech firm based in the UK and Israel. 

This technology brought old family photographs to life, enabling ancestors to smile, blink, and turn their heads. Such animations created a bridge to the past, allowing users to interact with their heritage in a profoundly emotional way. 

The Kinh Do Trung Thu platform invited users to upload photos of their ancestors, which were then animated, fostering a unique and interactive celebration of the mid-autumn festival. This technological application was not merely about digital engagement; it was a means to emotionally connect generations, making the past a living part of the present.

Results

The campaign achieved remarkable success, reaching 47 million users, generating 420 million impressions, and animating over 186,000 faces. Beyond meeting its digital engagement goals, it doubled the online sales targets for the Kinh Do brand. 

However, the true value of the “Keep Stories Alive” campaign lay in its ability to use AI as a tool for cultural preservation. It demonstrated the potential of technology to not only drive business success but also to enrich cultural traditions and connect people with their heritage. 

By animating the past, the campaign offered a tangible experience of history, turning family memories into a collective celebration of Vietnamese culture. This initiative stands as a pioneering example of how AI can bridge generations, keeping the stories and traditions of ancestors alive for future generations in a rapidly modernizing world.

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Source: https://www.brandinginasia.com/publicis-groupe-vietnam-wins-effie-for-keep-stories-alive-for-mondelez/