BMW is so widespread in China that AI-powered translation software program is now confused. When “宝⻢,” which accurately interprets to “treasured horse,” is typed in, “BMW” has turn into the default end result.
TBWAJuice Beijing and TBWABOLT Shanghai had some enjoyable getting misplaced in AI translation by getting into Chinese language New Yr needs. When unpredictable but amusing translations emerged, BMW and TBWA took the gag additional, bringing on manufacturing home Filmate (Shanghai) to collectively create “Translating Pleasure,” a cleverly-produced visible interpretation of those translation errors. Filmate then determined to carry Actual Good Studio into the crew to co-work on this manufacturing with extra inventive concepts, as Actual Good Studio makes a speciality of internet-native storytelling creation.
Commissioned as a part of the social portion of BMW China’s 2023 Chinese language New Yr marketing campaign, the movie showcases Actual Good Studio’s mixed-media prowess combining design, animation, sensible results, and live-action.
The social movie is an element of a bigger marketing campaign, which features a launch movie, social activation movie, visuals, social posters, and bodily BMW Chinese language New Yr Good Want units (printed couplets, stickers, and purple packets). The latter was given to customers who submitted the most effective Chinese language-to-English AI-translated New Yr messages through social media.
“Translating Pleasure” marks the second collaboration between Actual Good Studio, TBWABOLT, and BMW China following the “Nothing However Sheer Pleasure” Chinese language New Yr marketing campaign, which gained a 2022 Gold Cannes Lions within the “Social & Influencer” class.
Consumer: BMW China
Advert Company: TBWAJuice Beijing and TBWABOLT Shanghai
Manufacturing Firm: Actual Good Studio
Director: Jonah Gabriel
Director: Pablo Rochat
DP: Daniel Oramas
Manufacturing Designer: Dalton Morris
Costume Designer: Sarah Nakhle-Cerruti
Editor: RJ Paganini
VFX Supervisor: Sam Hochman
Designer: Rachel Kim
Animator: Tom Goulet
Animator: Peter Caires
VFX Artist: Rodrigo Hernandez
VFX Artist: Hwanhui Lee
Audio Engineer: Barney Dwyer
Government Producer: Ali Issari