Title | BMW: BAYIER'S SPRING FESTIVAL |
Brand | BMW CHINA |
Product / Service | BMW |
Category | E01. Branded Content & Entertainment Film |
Entrant | TBWA\BOLT SHANGHAI Shanghai, CHINA |
Idea Creation | TBWA\BOLT SHANGHAI Shanghai, CHINA |
Idea Creation 2 | JUICE BEIJING Beijing, CHINA |
Production | DIRTY MONKEYS FILM & TV CULTURE MEDIA CO., LTD Khorgos, CHINA |
Name | Company | Position |
---|---|---|
Joanne Lao | TBWA\Greater China | leadership |
Ronnie Wu | TBWA\China | leadership |
Johnny Zhang | Juice Beijing | creative team |
Han Gao | Juice Beijing | creative team |
Fan Sha | Juice Beijing | creative team |
Zhiying Huo | Juice Beijing | creative team |
Corey Chen | Juice Beijing | creative team |
David Song | Juice Beijing | creative team |
Essey Zhang | Juice Beijing | creative team |
Ce Shi | Juice Beijing | creative team |
Fangdi Pei | Juice Beijing | creative team |
Christine Chen | TBWA\China | production team |
Alice Wu | TBWA\China | production team |
Vivienne Lin | Juice Beijing | account team |
Qianqian An | Juice Beijing | account team |
Lina Zhang | Juice Beijing | operation team |
Jianfei Xue | Juice Beijing | production team |
Hao Ning | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | Production leadership |
Shawn Pan | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Abai Zhang | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Ruxia Zhou | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Lei Xu | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Ang Wang | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Xiaodan Liu | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Liwei Jian | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Qiang Liu | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Bei Dong | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Lei Wu | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Nan Song | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
Yu Bai | Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd | production team |
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.
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.