The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Social Media

BMW: Nothing But Sheer Joy

Agency TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York

Client BMW


Best of Social Media

Annual ID


About the Work

Each year, we are tasked to create a Lunar New Year campaign to fulfil BMW’s brand promise of bringing joy to consumers during this period of family reunion. But advertising during this festival in China is as difficult as Christmas in the West. Expensive, crowded, and full of long format emotional stories about family and reunions. How to stand out when every story about family has been told? How to be seen when every brand is spending huge amounts on media. How to make it brand relevant so ad-saturated consumers can remember who was talking? To spread the joy, every element was designed to maximize engagement: The campaign started with the release of the engaging launch film featuring iconic imagery, three days before the Lunar New Year eve. Attention was ramped up with a customized media-mix approach: - The campaign launched on owned social platforms with 10 posts, which was further spread by dealers; - The film was featured in pre-rolls in 1,470 cinemas across China and pushed by the top 8 smart TV brands. Social media was hacked by using influencers to ignite multiple streams of UGC. E.g., sweaters with iconic imagery were sent to key influencers on the styling platform - Red, while China’s TikTok launched a dance challenge. The engagement peaked on the Lunar New Year eve with the release of 30 collectible digital red packets and stickers as gifts for fans to share, which extended the influence of the iconic imagery. The campaign broke nearly every BMW viewership and engagement record on every social platform. But more importantly, the success was driven by consumers amplified the campaign by generating UGC on multiple social platforms, even on platforms weren’t part of the campaign! Fifty dealerships created their dance videos from campaign assets, further extending influence. The launch in cinemas was so popular, a fan recorded it and uploaded the video to China’s TikTok. The post received 200k likes. · 258M video views · 4.02M social engagements, igniting 688,000 pieces of UGC content · 140K new fans across social media platforms, 65% from Gen Z · Spontaneously re-posted by 28 influencers, generating over 1M likes · Net Sentiment Rating: 88.5%

2023 Awards

Total Points: 90

Best of Discipline Pencil



TBWA\Juice Beijing

Production Company

Filmate Productions / Shanghai
Real Good Studio / New York

Art Director

Miaoxin Yang

Chief Creative Officer

Ronnie Wu


Jonah Gabriel

Executive Creative Director

Han Gao
Mo Chen

Executive Producer

Priscilla He

Group Creative Director

Cook Xu

Account Director

Leo Hao

Associate Creative Director

Amour Xiang

Chief Executive Officer

Joanne Lao

Head of Production

Christine Chen

Account Manager

Eric Chen

Agency In-House Production

TBWA\BOLT Shanghai

Group Account Director

Vivienne Lin

Operations Director

Cy Chen

Planning director

Pires Guo

Post production

Rosa Palmeri
Sunny Xu

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