Write a short summary of what happens in the film

The film set in the early 1990’s tells the story of a young boy from a broken family who tries to find a perfect name for his dad’s prized BMW. In his search, the boy realizes what he really wants is not a“perfect name” but a real family.

Cultural / Context information for the jury

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 famous director Ning Hao in his movie “Crazy Stone”. This provided space for re-interpretation of its name. We wanted to engage with Chinese consumers emotionally by renaming BMW in a more meaningful, authentic and unique way. The idea was to give BMW new meaning through transforming it to “Ba Ma Wo” in Chinese, which translates to “Dad, Mom and Me” and highly relevant during Chinese New Year, a time of family reunions.