BEIJING, CHINA – BMW has collaborated with Tatler, the ultimate guide of luxury lifestyle, to launch its new campaign for the new X5M/X6M. Uma Wang, the independent fashion designer was invited to create two unique covers for both new models. The campaign which includes a beautifully shot film is a unique co-creation with Juice Network Beijing – BMW China’s lead creative agency and Tatler.
The campaign is based on “Qi”, a traditional Chinese concept which represents ‘life energy flow’, and according to Chinese philosophy, the origin of things and their links to their surroundings. In the campaign, Uma Wang uses her beautiful design technique to tailor the visible car covers that unwrap the “Qi” inside BMW X5M and X6M. The newly launched models are known for their excellent performance in the wild and on the racing track, elevating the driving experience to a higher level.
Said Gao Han, group creative director, Juice Network Beijing: “M is the soul of BMW high performance luxury cars. Our intent is to create disruptive work, presenting M’s value and culture in an entirely new way. Keeping in line with M vehicles’ powerful character, we injected the Chinese traditional cultural concept “Qi” into the film, linking the inner power of The X5M/X6M with car covers made with Uma Wang’s signature technique, inviting the audience into an experiential journey of the vital energy of these new models.’’
“’Qi’ not only represents the invisible energy, but also reflects the natural order and inner belief that people pursue,” said Kan Deng, General Manager, Commercial & Brand Development, Tatler China. “We are delighted that BMW China picked the idea to promote Chinese traditional culture together in this commercial campaign, which is super meaningful and disruptive.”
Da Shu, Senior Marketing Manager, BMW China said: “As BMW’s luxury and high- performance sub-brand, M has adopted a localized strategy in China over the past ten years. This includes introducing Bruce Lee’s water philosophy and the skills of Chinese Calligraphy as an artform in the past, to developing ‘Qi’ in the latest campaign. We continue to find meaningful ways to connect traditional Chinese philosophy with BMW vehicles, in both celebration of Chinese culture, and to allow consumers to better understand our products and brand.’’
The campaign runs across both BMW and Tatler‘s digital and social media channels including Weibo, WeChat and TikTok as well as on internal corporate channels.
Watch the film on BMW China’s website
