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BMW: Translating Joy

9.0

Media Type:

Digital

Brand

Agency

Country:

China

Industry:

Automotive

BMW China has launched its Chinese New Year 2023 campaign, "Translating Joy", continuing its tradition of spreading joy but with a surprising and fun twist. Created by TBWA\Juice Beijing and TBWA\BOLT Shanghai, the campaign celebrates the joy that can come from AI-powered translation errors in the real world. We've all seen it happen. The result of the online translation of 慢走 (safe trip) is translated to ‘walk slowly’; 开挂 (cheating in a video game) is ‘hang up’; 大咖 (influential person) becomes big coffee. Lots of funny UGC has been created on social platforms because of this. But did you know that 宝⻢ (precious horse) is now BMW?