Independent advertising agency Moonfolks has launched operations in Vietnam with an office in Ho Chi Minh. Dubbed Moonfolks Vietnam, it will be led by Livio Grossi, who joins as Chief Creative Officer and Managing Partner for Vietnam.
Grossi has spent 10 years in Vietnam, holding creative leadership roles at agencies such as MullenLowe and Phibious, and most recently at Dentsu Redder as Executive Creative Director for six years, receiving creative accolades from some of the world’s most respected creative awards.
“After more than a decade in Vietnam, I still believe the most interesting creative chapter is ahead,” said Grossi.
“Moonfolks Vietnam is a chance to build something sharper and more intentional about the kind of work we put into the world. Not just another agency, but a studio built on strong taste, real craft, and real care for the people behind it. Driven by an entrepreneurial spirit: curious, ambitious and willing to take risks in pursuit of better.”
A Reentry
For Moonfolks Founder and CEO Anish Daryani, the opening of an office in Vietnam marks a return to the country. Daryani worked in Ho Chi Minh City from 2012 to 2016. During that stint, he was part of the team that brought home Vietnam’s first Cannes Lion—a Gold for Omo (Unilever) Vietnam—while at MullenLowe.
While in Vietnam, Daryani led businesses including Unilever, Bel Group (Con Bò Cười/The Laughing Cow), Chotot.vn, SABECO, Masan Beverages, Techcombank and others.
“Having lived and worked in Vietnam before, the intention to launch Moonfolks here was always there,” said Daryani.
“But when Livio, a former colleague and very dear friend, agreed to spearhead our business, the intention translated into action. I believe our approach of creating audacious commerce for our clients, combining Content, Creators, Communities and Culture, will have ready acceptance in Vietnam’s fast-growing economy. Coupled with our strong creative reputation, we are confident of disrupting Vietnam’s creative industry and establishing our relevance for ambitious brands.”
“Audacious Growth”
Moonfolks will offer its “Audacious Growth” model to clients in Vietnam, combining branding and advertising, social and digital, influencer marketing and PR, and shopper and brand activations.
Moonfolks has its holding company in Singapore and is headquartered in Jakarta. The agency launched in Brunei earlier this year, and according to Daryani, more regional expansion is planned, with ambitions to look beyond Asia.
Vietnam has a “Go Global” program for 2026 to 2030, with the aim of developing globally capable enterprises, including 20 large corporations and 30 medium-sized firms to dominate niche markets.
Daryani said the agency wants to leverage its regional footprint to help Vietnamese brands branch out to ASEAN.
The Moonshot approach
Moonfolks describes its approach as defining a brand’s “Moonshot,” its term for a brand’s purpose, combining what it calls the Brand Truth and Human Truth, derived by mapping consumers, culture, the brand and its competition.
The agency says it brings the Moonshot to life through an integrated approach in which technology, data and consumer journeys are used to connect with consumers through content, creators, communities and culture. This is combined with what the agency calls its “Audacious Commerce” blueprint to create omnichannel commerce opportunities for brands.
Client roster and tourism collaboration
Moonfolks lists clients including Danone, Philip Morris, Puma, Unilever, Asian Paints, AIA Insurance, VIVO Mobiles, TikTok and Wipro Unza.
Daryani said, “Drawing from our experience of working with KEMENPAR (Ministry of Tourism), Indonesia, we want to work closely with the Viet Nam National Authority of Tourism to make the country a more desirable destination for global travellers looking for new experiences.”
“With the launch of new airports and improved infrastructure, Ho Chi Minh City will emerge as a major hub for tourism. We want to work with them to make Vietnam the preferred choice for travellers. We also want to leverage our regional footprint to help Vietnamese brands branch out to ASEAN.”
The agency says it has already established a network of communities, creators and industry partners including Rice Content, IDM and Pmax.
View this post on Instagram
Launch activation
Moonfolks staged a pre-launch activation in Ho Chi Minh City about a week prior to the launch, in which three people dressed as pink astronauts, referred to as “Moonfolks,” roamed the city streets. According to the release, their portrayed journey moved from arriving as “aliens” to learning local culture, habits, and food, before helping city residents with daily chores and giving away balloons, candy, and toys to children, ultimately taking the title “New Locals.”
The activation was documented by content creators across Instagram and TikTok using the hashtag #NewLocals.
The three “Moonfolks” arrived at the launch venue, the Ho Chi Minh City Fine Arts Museum, followed by content creators, where it was revealed that the activation had been building toward the launch of Moonfolks Vietnam.
