| |
-
LOTUS :
LOTUS ROOTS
-
CATEGORY :
FILM LOTUS
-
COMPANY ENTERING :
TBWA\CHINA, SHANGHAI
-
TITLE :
BMW: NOTHING BUT SHEER JOY
-
BRAND :
BMW
-
ADVERTISER :
BMW CHINA
-
AGENCY :
TBWA\JUICE CHINA, BEIJING
-
CHIEF EXECUTIVE OFFICER :
JOANNE LAO
-
CHIEF CREATIVE OFFICER :
RONNIE WU
-
EXECUTIVE CREATIVE DIRECTOR :
MO CHEN/HAN GAO
-
GROUP CREATIVE DIRECTOR :
COOK XU
-
ASSOCIATE CREATIVE DIRECTOR :
AMOUR XIANG
-
ART DIRECTOR :
MIAOXIN YANG
-
COPYWRITER :
DORIS CHEN/KERWIN FAN
-
AGENCY PRODUCER :
ALICE WU
-
HEAD OF PRODUCTION :
CHRISTINE CHEN
-
IN-HOUSE EDITOR :
ALEXANDER KANG
-
OPERATIONS DIRECTOR :
CY CHEN
-
GROUP ACCOUNT DIRECTOR :
VIVIENNE LIN
-
ACCOUNT DIRECTOR :
LEO HAO
-
ACCOUNT MANAGER :
ERIC CHEN
-
STRATEGIC PLANNING DIRECTOR :
PIRES GUO
-
FILM PRODUCTION COMPANY :
REAL GOOD STUDIO, NEW YORK/FILMATE PRODUCTIONS, SHANGHAI
-
DIRECTOR :
JONAH GABRIEL
-
EXECUTIVE PRODUCER :
PRISCILLA HE
-
FILM PRODUCER :
ENZO DENG/JOE SHEN
-
COMPOSER :
THOMAS FATTORUSSO
-
POST PRODUCTION :
ROSA PALMERI/SUNNY XU
-
EDITOR :
LI JIN
-
ENGLISH SYNOPSIS :
IN CELEBRATION OF THE LUNAR NEW YEAR OF THE TIGER, “NOTHING BUT SHEER JOY” USES VISUAL GAGS, CGI ANIMATION AND THE ENERGY AND PACE OF MUSIC TO SHOW THE ONGOING INTERPLAY BETWEEN A HORSE (BMW’S CHINESE NAME TRANSLATES AS “PRECIOUS HORSE”) AND THE TIGER. THE FILM PLAYS ON THE CHINESE WORDS “MA” HORSE AND “HU” TIGER IN A STRAIGHT FORWARD, REPEATING AND MIND-BOGGLING AUDIO-VISUAL FEAST. NO TEARS, NO PRESSURE, NOTHING BUT SHEER JOY THAT JUST GOES ON AND ON.
-
ENGLISH CONTEXT EXPLANATION :
LUNAR NEW YEAR HAS 12 ANIMAL SIGNS THAT ARE PART OF A 12 YEAR CYCLE. WHILE 2022 IS THE YEAR OF TIGER, THE HORSE IS ALSO PART OF THIS LUNAR CYCLE. WHEN THE HORSE “MA” IN CHINESE (BMW’S CHINESE NAME IS “PRECIOUS HORSE”) AND TIGER “HU” COME TOGETHER, IT’S A CELEBRATION OF BMW WELCOMING THE YEAR OF THE TIGER. THE TWO WORDS TOGETHER ALSO HAVE ANOTHER MEANING; “DON’T BE TOO SERIOUS, JUST ENJOY”. THIS IS CULTURALLY NUANCED AS WHILE IT IS THE MOST IMPORTANT TIME FOR FAMILY REUNIONS, IT IS ALSO STRESSFUL AND FULL OF PRESSURE. ADVERTISING STEREOTYPICALLY DEPICTS LONG FILM STORIES OF THE FAMILY REUNION, TEAR JERKY AND HEAVY-HEARTED.
THE FILM OVERTURNS THE CULTURAL CODES OF THE LUNAR NEW YEAR, REINVENTING TRADITIONAL CHINESE ELEMENTS WITH A COMPLETELY FRESH PERSPECTIVE, DELIVERING A SEEMINGLY CRAZY BUT MOST DIRECT PATH TO JOY WHICH SITS AT THE HEART OF BMW’S BRAND PROMISE.
-
URL :
|
|
