Real Good AI Fails With BMW

BMW is so popular in China that it has AI translators confused. When you type “宝⻢,” which literally translates to “precious horse,” you get “BMW.” That's the premise behind “Translating Joy,” a Chinese New Year campaign via TBWA\Juice Beijing and TBWA\BOLT Shanghai.

Real Good Studio, known for its internet-native storytelling chops, chipped in on the social portion of the campaign, with cleverly-produced visual interpretations of the AI's translation errors.

“Translating Joy” marks the second collaboration between Real Good Studio, TBWA\BOLT, and BMW China following their Gold Cannes Lions-winning campaign for Chinese New Year 2022.

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