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.”

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The campaign is translating Smith’s renowned “classic with a twist” philosophy into an immersive, design-led narrative that bridges automotive communication and contemporary culture.

Conceived by Jung von Matt Zurich and Jung von Matt London, the campaign transforms Paul Smith’s creative process into a visual journey built around the idea of a “memory palace”, inviting audiences into a series of imagined spaces that reflect the designer’s approach to colour, craftsmanship, and detail. 

The concept places Smith’s personality and design thinking at the centre of the storytelling, positioning the collaboration as a cultural expression rather than a traditional product launch.

Creative direction and execution were led by Jung von Matt Group, working with an international network of partners including Accenture Song on social media, Paul Smith Studios, INMOTION, and David Daub. 

The campaign was produced across film, photography, outdoor, social, and experiential formats, with a strong emphasis on authenticity through practical set builds, in-camera effects, and tactile production techniques aligned with Smith’s hands-on design ethos.

Targeting a global audience of design-literate drivers and style-conscious consumers, the campaign rolled out across key markets including Japan, Germany, the UK, Switzerland, and the US, reinforcing MINI and Paul Smith’s shared values of creativity, individuality, and attention to detail.

“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.”

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With the SW Network Delhi team leading the new mandate, the network will develop MINI India’s digital presence through creative campaigns, culture-driven storytelling, and performance-focused initiatives. 

The work will also include brand campaigns, product narratives, lifestyle-led content, and platform-native ideas, aiming to translate MINI’s global personality into locally relevant digital experiences.

Pranav Agarwal, co-founder of SW Network, said, “Partnering with MINI India is a milestone moment for us. MINI is not just a car brand; it’s a global cultural icon, a lifestyle, and a statement in design. Building on this emotional connection and bringing it alive digitally is an exciting responsibility.”

Pranav added, “Our aim is to craft a distinct, witty, and premium digital voice for MINI India while strengthening its creative performance. We are thrilled to collaborate with a brand that thrives on originality and look forward to creating work that moves both the brand and its audience.”

On the other hand, Abhinandan Gopalsetty, director of MINI India, added, “MINI has always stood for innovation, individuality, and creative expression. As our digital touchpoints continue to expand, we were looking for a partner who understands the brand’s unique spirit and can translate it seamlessly across platforms. 

He added, “SW Network’s strategic depth, creative agility, and strong digital capabilities made it the ideal choice. We are excited to work together on elevating MINI India’s digital footprint and engaging our community in fresh, meaningful ways.”

Moreover, SW Network will work with MINI India to enhance brand visibility, improve digital performance, and create immersive experiences reflecting MINI’s playful yet premium identity.

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Kate’s background in high-performance racing and her passionate commitment to creating the best croissant in Australia mirrors the story of MINI’s own racing legacy. John Cooper saw the potential in the newly introduced classic Mini. He trusted his instincts and defied convention by integrating a more powerful engine, new brakes and sharper steering. In 1961, a legend was born and the modest family car is now a giant-slaying racer.

Speaking on her involvement in the campaign, Kate said, “MINI has been alongside me throughout every phase of my life. Dad’s 1974 Leyland Mini Clubman was the first family car I remember, and when I got my driver’s licence at 18, I immediately went out and bought myself the most perfect 1971 Mini K.”

She added, “In 2017 I took the leap and bought my first ever brand new car – a MINI Cooper S. For the past two years, I’ve been the proud owner of a MINI John Cooper Works. It’s safe to say I have a lifelong love affair with the brand, and I’m thrilled to make it official by becoming an ambassador.”

Meanwhile, Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Kate Reid’s journey is an inspiration to many.  Her passion and commitment to excellence aligns perfectly with the love MINI owners have for the brand. Coupled with her extensive involvement in the world of Formula 1, Kate is the ideal ambassador for our high-performance John Cooper Works range. We are thrilled to welcome her as a key member to our ‘Friend of MINI’ program and look forward to the exciting developments ahead!”

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As ‘Friend of MINI,’ Meg Mac will highlight her connection to the brand through sharing her experiences with MINI Cooper in social and digital content. It will show the value of the automotive in her own lifestyle.

The ‘Next Generation’ MINI Cooper features leather-free, chrome-free, and recycled materials. It reflects the brand’s sustainability effort as it has reduced its carbon dioxide emissions by up to 85%. It is also available in both electric and petrol.

Additionally, drivers can set their preferences by customising sounds, lights, and visuals or using the MINI Intelligent Personal Assistant. Its design showcases the blend of the brand’s traditional values and technology.

Meg Mac is the second ‘Friend of MINI’ following interior design expert Neale Whitaker, who is focusing on the promotion of the MINI Countryman.

“Ever since I was a kid I haven’t been able to go for a drive without pointing out every MINI I see on the road, I’ve always been charmed by their classic design. To be joining this iconic brand and in the driver’s seat feels perfect,” Meg Mac said.

Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Meg Mac’s artistic integrity and deep-rooted values align perfectly with the MINI Cooper’s strong legacy. We are excited to call Meg a ‘Friend of MINI’ and bring the MINI’s Next Generation range to life through her experiences.”

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Through the reinstatement of the account, Clemenger BBDO and BMW Group Australia will partner to support the growth of the BMW and MINI brands in Australia and New Zealand moving forward. 

Clemenger BBDO previously won the account from BMW Group in 2018.

Jim Gall, group CEO at Clemenger BBDO, said, “We’ve enjoyed a fantastic relationship with the BMW Group Australia team since we first partnered with them four years ago, and couldn’t be happier to be extending that relationship and continuing the great work we have been doing.”

Some of the team’s collaborations included the safety campaign for MINI in New Zealand, conceptualised by Colenso BBDO, a New Zealand-based agency under the Clemenger BBDO Group.

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During the pitch, Publicis Groupe has developed a compelling strategy and holistic ideas on how to lead, promote, and educate electric vehicle adopters for the BMW and MINI brands, as the automotive industry transitions to electric mobility.

The remit will see Publicis Groupe enhancing BMW Malaysia’s consumer journey, elevating their brand experiences, and crafting a sustainability narrative, as well as building brand relevance for each brand and their audiences. 

Through the remit, Publicis Groupe Malaysia is now setting up bespoke hybrid teams to manage the brands separately with domain experts and related automotive experience.

Neil Hudspeth, Publicis Groupe’s CEO for Malaysia, commented that they could not be happier and prouder to warmly welcome BMW and Motorrad, and of course continue their relationship with MINI, one of the world’s most recognisable car brands. 

“It is incredibly rewarding to see world-class work being recognised by world-class and storied brands, and we look forward to achieving great things together over the next five years, especially as together we can help shape the automotive narrative in Malaysia,” said Hudspeth.

Publicis Groupe Malaysia is also the incumbent agency for MINI Malaysia.

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Team Dynamic integrates production and operations resources on a responsive, data-driven technology platform. It incorporates both onshore and offshore production solutions, delivering quality outputs in a streamlined, efficient way. 

The new partnership consolidates remit across 11 markets with IPG, following Team Dynamic’s appointment as a production partner in Japan and India in early 2021. The new markets include Australia, New Zealand, Indonesia, Malaysia, Singapore, South Korea, and Thailand, as well as the Middle East, and South Africa. 

Through the new partnership, Team Dynamic will be handling content production for both BMW and MINI’s media requirements, including digital and offline production, website management and maintenance, marketing campaign services, and after-sales and financial services marketing support.

Mish Fletcher, IPG’s chief growth officer for APAC, commented that they are thrilled to extend their partnership with the BMW Group in the Asia Pacific, Middle East and South Africa through their proven Team Dynamic production model. 

“Our connected technology solution allows for real-time optimization, consistency, and flexibility while ensuring unbeatable content production quality at speed and scale,” said Fletcher.

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Through the renewed partnership, Cartelux will be responsible for allowing MINI dealers in the region to create and launch digital advertising campaigns in less than 60 seconds, making Australia and New Zealand the first markets in a global pilot for the BMW Group.

Additionally, Cartelux will be simplifying and automating ad creation, streamlining approvals needed, and expediting the media buying process, to save time and cost for the regional office, which is based in Melbourne, and the entire Dealer Network.

MINI ANZ’s Retail and Network Marketing Manager Victoria Abbass shared that Cartelux is enabling MINI to deliver cohesive, integrated digital campaigns in a way that was previously much more laborious.

“Working with Cartelux, all our dealers can now run vibrant digital advertising campaigns for local area marketing with minimal input and effort. This means the dealer marketing managers are free to focus on other priorities, delivering cost, and time efficiencies,” said Abbass.

Meanwhile, Patrick Doble, global general manager at Cartelux, said, “It’s exciting working with MINI on this platform and seeing how Victoria is extending capabilities to dealers that really innovate and benefit the company.”

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Titled ‘Danger Brakes for You’, the campaign features an array of four pictures: a hoof, a paw, a child’s foot and someone wearing roller skates, all representing potential hazards on the road that can trigger the driver to apply the brakes.

MINI aims that through this campaign, they will be able to promote their growing suite of smart features, starting with automatic emergency brake assist – a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system. 

For Victoria Abbass, retail and network marketing manager at MINI, part of the reason why they also took the ‘quirky’ turn for their campaign was to ‘humanize’; how technology is being explained, as cars nowadays are getting more advanced.

“’Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it,” Abbass said.

Meanwhile, Simon Vicars, executive creative director at Colenso BBDO, commented, “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign.”

Photographed by New Zealand photographer Mat Baker, the campaign will roll out across social media channels, as well as in print and OOH media.

Colenso BBDO’s recent campaign with MINI follows their recent work with the New Zealand arm of non-profit organization World Wide Fund for Nature (WWF).

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