It is the single word which describes the very core of the BMW brand.
JOY encapsulates the most immediate emotion represented when owning a BMW. The allusion associates every sentiment of the brand, from Sheer Driving Pleasure to experiencing the Ultimate Driving Machine enhanced with the attributes of luxury, efficiency, innovation and responsibility.
The aspiration for JOY describes the BMW Group’s passion, and the company’s achievements in delivering JOY to its customers, defining the carmaker as the leading automotive brand throughout the world.
The fifth edition of the BMW Shorties, BMW Group Malaysia invites participants to share what JOY means to them, as short film makers, as individuals and as Malaysians. BMW Shorties 2011 - The JOY of short film making.
*Note: The BMW Shorties 2011 theme is open to any and all interpretations by participants.