Translating Joy

BMW is so popular in China that AI-powered translation software is now confused. When “宝⻢,” which literally translates to “precious horse,” is typed in, “BMW” has become the default result.

TBWA\Juice Beijing and TBWA\BOLT Shanghai had some fun getting lost in AI translation by entering Chinese New Year wishes. When unpredictable yet amusing translations emerged, BMW and TBWA took the gag further, bringing on production house Filmate (Shanghai) to jointly create “Translating Joy,” a cleverly-produced visual interpretation of these translation errors. Filmate then decided to bring Real Good Studio into the team to co-work on this production with more creative ideas, as Real Good Studio specializes in internet-native storytelling creation.

Commissioned as part of the social portion of BMW China’s 2023 Chinese New Year campaign, the film showcases Real Good Studio’s mixed-media prowess combining design, animation, practical effects, and live-action.

The social film is part of a larger campaign, which includes a launch film, social activation film, visuals, social posters, and physical BMW Chinese New Year Good Wish sets (printed couplets, stickers, and red packets). The latter was given to consumers who submitted the best Chinese-to-English AI-translated New Year messages via social media.

“Translating Joy” marks the second collaboration between Real Good Studio, TBWA\BOLT, and BMW China following the “Nothing But Sheer Joy” Chinese New Year campaign, which won a 2022 Gold Cannes Lions in the “Social & Influencer” category.