BMW: Bayier's Spring Festival
Award: Shortlist
Shortlist / Direction / Film / 2022
BMW is an acronym which stands for Bayerische Moteren Werke, but in China, it had been given a nickname: ‘bie mo wo’, meaning ‘don’t touch me’, by a famous director in the movie Crazy Stone. This provided space for re-interpretation of its name. To connect with Chinese consumers on an emotional level, BMW was renamed in a more meaningful, authentic and unique way. The idea was to give BMW new meaning by transforming it to ‘ba ma wo’ in Chinese, which translates to ‘dad, mum and me’ – a fitting sentiment during Chinese New Year, a time of family reunions.