BEIJING, CHINA – As China begins to experience signs of recovery, BMW China today launched a campaign filled with messages of encouragement and hope. The beautiful film, written as a letter to the year 2020, acknowledges the testing times endured and looks onward to a hopeful future as the letter welcomes 2020, again.
“The campaign uses a double narrative, ‘Blue Sky and White Clouds’ referring to the brand’s nickname in China, representing both BMW and the hope that with every day, no matter what happens, it is a day where we can find optimism,” said Stephane Koeppel, Head of Marketing and Brand Management, BMW China.
The campaign tagline; “The blue sky and white clouds will arrive as promised” aptly sums up the message of encouragement and that the imminent future deserves to be welcomed with passion and positivity.
The reassuring voice over in the film is Chinese singer and actor Jackson Yee, who is known for his kindness, passion and contribution to social causes.
Developed by creative partner agency Juice Network, Beijing, the campaign will run across digital and social media channels including Weibo, WeChat and TikTok as well as on internal corporate channels.
