Client: BMW
Date: Jan 2023
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To mark Chinese New Year, BMW has released a funny-yet-sweet ad campaign that highlights the amusement that can come from AI-powered translation errors.

In ‘Translating Joy,’ viewers witness a team of printers who aim to impress the global market with their New Year greetings, but unfortunately have some mishaps along the way. After typing “wishing you fortune and success” in Chinese into an AI translation engine, the phrase is rewritten in English as “lucky money into BMW to success,” which then goes viral across the country.