Mumbai: Jung von Matt has developed and produced a global product campaign marking the first major international product push for MINI under its new creative lead agency mandate. Built around a modular storytelling system, the campaign brings three distinct MINI Cooper models to life through the imaginative lens of a single, unexpected protagonist — a car wash worker who dreams himself behind the wheel of every MINI that enters his bay.
Three cars. One dreamer.
At the heart of the campaign is a cinematic narrative that transforms a car wash attendant’s routine into a series of aspirational daydreams. Each MINI model he washes sparks a different imagined life, reflecting the personality and spirit of the vehicle.
With The MINI Cooper 5-Door, he envisions himself as part of a tight-knit band of friends en route to a gig, the car filled with laughter, music and urban energy. The arrival of The all electric MINI Cooper shifts the tone to a warm, joyful family moment, as he imagines driving through the city with his daughter beside him. When The MINI Cooper 3-Door pulls in, the fantasy accelerates into a go-kart-inspired thrill ride, tearing through a parking garage with sharp corners and tight turns.
Together, these three daydreams create a playful yet powerful expression of the MINI Cooper range — each model offering a distinct driving experience and a different version of oneself.
Modular Storytelling for Global Markets
Designed to address the diverse content needs of markets across three continents, the campaign’s modular structure allows for flexible adaptation of both product-led and emotionally driven storytelling elements. While unified by a central creative idea, each narrative can be customised to highlight regional nuances, ensuring both global consistency and local relevance.
The concept was brought to life through collaboration within the MINI Factory network and beyond, with contributions from Accenture Song, BECC Agency, Dentsu, Meiré und Meiré and Serviceplan. Creative direction and execution were led by Jung von Matt’s Zurich and London offices.
The campaign represents a strategic milestone in Jung von Matt and MINI’s partnership, marking the agency’s first major global product campaign for the brand since assuming lead agency responsibilities. By anchoring the creative in emotional storytelling and giving each model a distinct cultural signature, the agency demonstrates how design, narrative and strategy can converge to deliver global impact.
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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
