BMW - 马马虎虎 Nothing but sheer joy
The “Nothing but sheer joy” campaign uses a mind-boggling interplay between a horse (BMW’s Chinese name translates as Precious Horse) and the tiger (2022 is the Year of the Tiger) in diversified engaging format. “Ma” (Horse) and “Hu” (Tiger) when combined also mean “don’t be too serious”.
This campaign fullfilled BMW’s brand promise of bringing joy to consumers and stood out among many Chinese New Year ads that were way too serious.
Award
Cannes Lions: Gold - Social and Influencer
The One Show: Gold - Best of Social Media