Project Jupiter

A large-scale Chinese New Year campaign addressing cultural superstition around BMW’s “unlucky year,” transforming a potential brand liability into a high-engagement narrative. Built a cross-disciplinary storytelling platform (scientists, influencers, cultural experts) to reframe astrology through entertainment and speculation, driving curiosity, shareability, and mass participation. Delivered category-leading performance, ranking #1 among CNY brand campaigns with 266M+ views and 1.3B+ impressions, maximizing reach during a critical marketing window.