BMW China: Nothing But Sheer Joy

To welcome the Year of the Tiger, BMW China's Lunar New Year campaign aims to bring sheer joy to all its customers across the country. Following another year of continued unpredictability, collective fatigue and travel restrictions, the campaign "Nothing but sheer joy" veers away from seasonal campaign stereotypes of heavy-hearted emotional family reunions, and Chinese New Year messages, to brighten and entertain, bringing a lighthearted smile to the audience wherever they are during this festive period. In China, BMW's Chinese name "Bao Ma" means "Precious Horse", the campaign is a visual feast of the "Precious Horse" celebrating and welcoming in the Chinese New Year of the Tiger, an animal known for its vibrancy, playfulness, bravery and power. The bold Chinese New Year campaign was created by BMW China and TBWABOLT.