For the seventh year running, Thread were called upon by car giants Roewe and MG for artistic decoration and conceptual design and production for the launch of their new models at the Beijing Auto Show. The centerpiece of Roewe’s branding campaign for the new W5 SUV was a touching story of a young Brit’s Journey across rural China to trace his grandfather’s Chinese comrade from Word War II. We supported the campaign with showcase design and decoration.