ADC Awards
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About the Work
【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.
【background】
• Situation
Chinese New Year campaigns in China are similar to Super Bowl campaigns or Christmas campaigns in the West. Crowded, noisy and expensive. It can be difficult to cut through the clutter and differentiate one brand from another. This is because all brands talk about the same emotional topics such as family, reunions and Chinese New Year good wishes. These topics are inevitable. For car brands, this is even trickier. It can be irrelevant or even forced. We needed something powerful and meaningful, to create engagement, emotional and cultural impact.
• Brief
To help BMW to stand out from the clutter during Chinese New Year as an emotional brand.
• Objectives
Make BMW a part of Chinese New Year and emotionally engage with Chinese consumers, the public at large and BMW stakeholders including staff and dealers.
【Cultural / Context information】
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.
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.
【background】
• Situation
Chinese New Year campaigns in China are similar to Super Bowl campaigns or Christmas campaigns in the West. Crowded, noisy and expensive. It can be difficult to cut through the clutter and differentiate one brand from another. This is because all brands talk about the same emotional topics such as family, reunions and Chinese New Year good wishes. These topics are inevitable. For car brands, this is even trickier. It can be irrelevant or even forced. We needed something powerful and meaningful, to create engagement, emotional and cultural impact.
• Brief
To help BMW to stand out from the clutter during Chinese New Year as an emotional brand.
• Objectives
Make BMW a part of Chinese New Year and emotionally engage with Chinese consumers, the public at large and BMW stakeholders including staff and dealers.
【Cultural / Context information】
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.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
TBWA\CHINA / Shanghai
TBWA\Juice China / Beijing
Production Company
Khorgos Dirty Monkeys Film & TV Culture Media Co., Ltd / Khorgos
Art Director
Fangdi Pei
Chief Creative Officer
Ronnie Wu
Creative Director
Fan Sha
Director
Hao Ning
Director of Photography
Liwei Jian
Editor
Bei Dong
Executive Creative Director
Han Gao
Music Supervisor
Nan Song
Producer
Shawn Pan
Abai Zhang
Ruxia Zhou
Sound Designer
Lei Wu
Agency Producer
Alice Wu
Associate Creative Director
Zhiying Huo
Corey Chen
Chief Executive Officer
Joanne Lao
Head of Production
Christine Chen
Senior Art Director
David Song
Essey Zhang
Ce Shi
Associate Project Director
Lina Zhang
B Unit Director
Lei Xu
Group Account Director
Vivienne Lin
Head of Visual
Johnny Zhang
Production Designer & CostumeMakeup Designer
Qiang Liu
Production Studio Manager
Jianfei Xue
Scriptwriter
Ang Wang
Xiaodan Liu
Senior Account Manager
Qianqian An
VFX Supervisor
Yu Bai
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