Jung von Matt has launched a new global product campaign for MINI, marking the brand’s first major international push since the agency assumed the role of lead creative partner. The campaign centres on a modular storytelling concept that presents three MINI models through the imaginative perspective of a single protagonist, a car wash attendant whose daydreams transport him behind the wheel of each vehicle he services.
The creative idea, summed up in the line “Three cars. One dreamer.”, follows the worker as everyday routine gives way to cinematic fantasy. Each MINI model sparks a different scenario aligned with its personality. The MINI Cooper 5-Door becomes a lively road trip with friends heading to a gig, filled with music and energy. The all-electric MINI Cooper inspires a warm family moment as he imagines driving through the city with his daughter. Meanwhile, the MINI Cooper 3-Door transforms into a high-adrenaline driving sequence, echoing the model’s go-kart heritage through fast turns and urban thrills.
Together, these imagined stories highlight the diversity of the MINI Cooper range, suggesting that each car offers not only a different driving experience but also a distinct emotional identity for its driver.
The campaign has been designed as a flexible storytelling system to serve markets across multiple regions. Its modular structure allows both product-focused and emotionally driven content to be adapted locally while maintaining MINI’s characteristic wit and tone. Although unified by a central creative concept, each narrative can be tailored to reflect regional nuances and audience expectations.
Production involved a broad network of partners within the MINI Factory ecosystem and beyond, including Accenture Song, BECC Agency, Dentsu, Meiré und Meiré and Serviceplan. Creative direction and execution were led by Jung von Matt’s Zurich and London teams.
For both MINI and Jung von Matt, the campaign represents a strategic milestone, signalling the start of a new phase in their collaboration. By combining design, narrative storytelling and brand strategy, the project aims to reinforce MINI’s global positioning while showcasing how character-led creative concepts can deliver both emotional resonance and product clarity.
Project Credits
Client: MINI
Creative lead agency: Jung von Matt
Markets campaign extension: The Marcom Engine / Serviceplan Group
Media, Data and Tech : dentsu
Social Media : Accenture Song
Brand Design : BECC Agency GmbH
(Post) Production Company and Casting : Hochkant Film GmbH & Co. KG
Director : Klaus Kneist
Creator & Editor Social Media: Philipp Bach
Experiential: Meiré und Meiré
Sound Studio: Not A Machine
Music Production: 2WEI Music
Music Studio / Music Composer: Simon Heeger and Ralf Denker
