BMW China has unveiled its latest campaign, 'Project Jupiter', a unique response to the 'Ben Ming Nian', a year of uncertainty and change according to Chinese astrology.

The campaign, created by TBWA Juice Beijing and TBWA BOLT Shanghai in collaboration with BMW, features a 14-minute mockumentary, a shooting technique rarely used for Chinese New Year (CNY) campaigns. In the film (pictured), the four hero characters are joined by special guest stars including Jackson Yee (Actor), Ning Hao (Film Director), Zhang Chaoyang (the founder, chairman and current CEO of Sohu, PhD in experimental physics), Yi Lijing (famous media person), Yang Haoyu (Actor), AC Milan footballers, Olivier Giroud和Tijjani Reijnders, Dashan (Professor, Chinese Academy of Sciences) and several Influencers in different territories (HandyGeng, Liu Boyang, An Senyao).

The campaign was inspired by the fact that BMW was founded in the Year of the Dragon (1916), which is considered a 'Ben Ming Nian' for the company. The 'Ben Ming Nian' is a recurring cycle in Chinese astrology that is believed to bring uncertainty and change.

'Project Jupiter' aims to redirect the cosmic flow, banishing uncertainty to bring good luck to the universe for all. The campaign will run until 28 February across cinema and online TV, in addition to social and digital media and dealership and retail channels. The campaign includes a film trailer, a bonus film, and film posters. Red-themed Lunar New Year decoration kits and merchandising packs were developed for retail, dealers, and consumers to support the Red Luck Theory.

The Red Luck Theory involves transforming BMW's global headquarters to red, ramping up production of red BMWs, and encouraging executive management, employees, dealers, and customers to wear red.

"Chinese culture is enshrined with fabulous insights, stories, and superstitions, and we’ve always prided ourselves on our ability to celebrate and connect BMW to this wonderfully rich culture." said VP Brand Management, BMW China, Stéphane Koeppel.

Chief Creative Officer, TBWA China, Ronnie Wu, further explained the concept behind 'Project Jupiter'.

‘Project Jupiter’ is BMW’s mission to banish the superstitious uncertainty from ‘Ben Ming Nian’ by exploring solutions to avoid Jupiter’s influence. Fueled by engaging humour and special guest star appearances, the 14-minutes film follows the mission led by four BMW engineers and scientists. After many attempts, they devise the Red Luck Theory, ending the uncertainty from ‘Ben Ming Nian’ forever," he said.

"The conundrum this Lunar New Year presented BMW was an exciting opportunity to navigate, while allowing us to continue to celebrate the brands deep respect for Chinese culture, tradition and sharing joy."