United Kingdom – MINI has unveiled a new global brand campaign, marking its first major international product push under Jung von Matt as lead creative agency and introducing a character-led storytelling platform that brings the MINI Cooper range to life through the imaginative lens of a single protagonist.
Built around a modular narrative system, the campaign follows a car wash attendant whose everyday routine takes a cinematic turn as each MINI model entering his bay sparks a vivid daydream.
With the MINI Cooper 5-Door, he imagines himself travelling through the city with a close-knit group of friends on their way to a gig.
The all-electric MINI Cooper inspires a tender family moment as he envisions driving through an urban landscape with his daughter by his side.
When the MINI Cooper 3-Door arrives, the fantasy shifts into full go-kart mode, tearing through a parking garage with sharp corners, tight turns, and pure driving thrill.
Together, the three stories form a playful yet emotionally driven expression of the MINI Cooper range, positioning each model as a distinct way to experience the road and a different version of oneself.
Designed for markets across three continents, the modular structure allows each narrative to be adapted or expanded to reflect regional nuances, while retaining MINI’s distinctive wit and tone of voice.
The campaign was delivered through collaboration across the MINI Factory network and partner agencies, including Accenture Song, BECC Agency, Dentsu, Meiré und Meiré, and Serviceplan, with creative direction and execution led by Jung von Matt’s Zurich and London offices.
It marks a strategic milestone in the Jung von Matt–MINI partnership, reinforcing the agency’s focus on blending emotional storytelling, design, and strategy to achieve global scale and cultural relevance.
The work follows another recent global MINI campaign by Jung von Matt celebrating the latest design collaboration between MINI and British fashion designer Paul Smith, which translated Smith’s “classic with a twist” philosophy into a design-led narrative built around a “memory palace” concept.
Conceived by Jung von Matt Zurich and Jung von Matt London, the campaign placed Smith’s creative process at the centre of the storytelling and rolled out across film, photography, outdoor, social, and experiential formats in markets including Japan, Germany, the UK, Switzerland, and the US.
“People today are more design literate than ever–they notice the smallest details,” said Christian Kies, creative lead at Jung von Matt. “Our goal was to guide them through the designer’s thinking so that every visual element feels intentional, earned, and true to both collaborators.”
