BMW’s precious horse power

Created by TBWA\Juice Beijing and produced by TBWA\BOLT Shanghai BMW China's hero film tells the story of a printing company boss who sets about printing bilingual Chinese New Year Festival greetings and red packets with '招财进宝马到成功'. 

This should read ‘Wishing you fortune and success’ but in the clumsy hands of the AI translation bot, it is interpreted as the nonsensical ‘Lucky money into BMW to success’. 

Beautifully designed and saturated in glorious red – a lucky colour in Chinese culture representing power, prosperity and even fertility –  the film also references the faulty online translation of the brand’s Chinese name (宝马 Bao Ma) as precious horse. 

The campaign's social activation (below) is a surreal treat featuring a range of comedy equine-themed misunderstandings.