BMW: BAYIER'S SPRING FESTIVAL

Bronze Spike
TitleBMW: BAYIER'S SPRING FESTIVAL
BrandBMW CHINA
Product / ServiceBMW
CategoryE01. Branded Content & Entertainment Film
EntrantTBWA\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

Credits

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

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.

Links

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