Project Jupiter

BMW China


In “Project Jupiter”, BMW develops the “Red Luck Theory”, a “scientifically proven” way to fight a centuries old bad luck curse to bring Joy to everyone. After all, Joy is BMW’s brand promise! Presented through a 14-minute mockumentary about physics, Chinese superstition and the planet Jupiter, this wonderfully absurd yet inspiring tale features scientists, tech entrepreneurs, inventors, sci-fi actors, entertainers, and more. Surprising and innovative, Project Jupiter disrupted content, format and category norms during the year’s most high pressure advertising time.


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