'Project Jupiter'

Agency: TBWA/China

Project Jupiter


BMW’s highly anticipated Lunar New Year campaign joyfully captures the complexity of ancient traditions and superstitions, setting a path to good fortune.

The Year of the Dragon is recognised for good luck, strength, and health, but for those born in the Year of the Dragon, it’s their ‘Ben Ming Nian’, or lunar zodiac year and according to ancient Chinese superstition, potentially a time of uncertainty. This phenomenon is believed to be caused by Jupiter’s orbit cycle* which takes place every 12 years resulting in the lunar zodiac year aligning with one’s birth sign.

BMW was born in 1916 – the Year of the Dragon, meaning 2024 is BMW's Ben Ming Nian. Instead of shying away from the superstition, BMW boldly embraces its predicament with the launch of a highly engaging and entertaining 14-minutes ‘mockumentary’ titled ‘Project Jupiter’, which intends to banish the uncertainty of ‘Ben Ming Nain’ and create a good luck universe for all, regardless of one’s zodiac year.

This professional campaign titled ''Project Jupiter'' was published in China in February, 2024. It was created for the brand: BMW, by ad agency: TBWA/China. This Content, Film, and Integrated media campaign is related to the Automotive industry and contains 1 media asset. It was submitted 2 months ago.


Adverting Agency: TBWA\Juice, Beijing and TBWA\Bolt Shanghai
Production: TBWA BOLT Shanghai \ BMW China\ MOD
Chief Creative Office: Ronnie Wu

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