Jung von Matt stages Mini Cooper with cinematic storytelling

Jung von Matt has developed and executed a global product campaign for Mini, marking the brand’s first major international product launch under its new lead creative agency. Based on a modular storytelling system, the campaign showcases three different vehicles, each told through the imaginative perspective of an unexpected protagonist: a car washer who dreams of getting behind the wheel of every Mini model that passes through his car wash.

Three Cars, One Dreamer

The car washer's daily routine takes a cinematic turn when he begins to imagine what kind of life he might lead in each of the three Mini Cooper models he washes. Each vehicle sparks its own story and reflects the unique character of that particular model.

In the Mini Cooper 5-Door, he sees himself as part of a close-knit group of friends on their way to a gig—laughter, energy, and music fill the car as they cruise through the city. The arrival of the all-electric Mini Cooper sparks a joyful family moment: He imagines driving through an urban landscape with his daughter. And when the Mini Cooper 3-Door pulls up, he switches into full go-kart mode: with sharp turns, tight maneuvers, and pure driving fun, he races through a parking garage.

Together, these three daydreams form a playful yet powerful expression of the Mini Cooper lineup. Each model offers its own way of experiencing the road—and a different version of itself.

Modular Storytelling for Global Markets

The campaign structure was developed to meet the complex content requirements of markets across three continents. It allows for the flexible use of product-driven and emotional storytelling elements while also incorporating the campaign’s signature humorous tone. Although all films are based on a shared creative concept, the individual model narratives can be adapted or expanded to highlight regional characteristics.

The idea was brought to life by a strong network of agency partners from Mini Factory and beyond, including Accenture Song, BECC Agency, Dentsu, Meiré, and Meiré, as well as Serviceplan. Jung von Matt, with its offices in Zurich and London, was responsible for creative direction and execution.

The campaign marks a strategic milestone in the collaboration between Jung von Matt and Mini: It is the first major global product campaign for Mini since the agency took on the role of lead agency. By basing the creative concept on emotional storytelling—and giving each vehicle its own cultural signature—the agency once again demonstrates how design, narrative, and strategy can work together to achieve global impact.

Responsible at Mini: Client: Mini, Lead Creative Agency: Jung von Matt, Market Campaign Extension: The Marcom Engine / Serviceplan Group, Media, Data, and Tech: Dentsu, Social media: Accenture Song, Brand Design: BECC Agency, (Post) Production Company and Casting: Portrait Film, Directed by: Klaus Kneist, Social Media Creator & Editor: Philipp Bach, Experiential: Meiré and Meiré, Sound Studio: Not A Machine, Music Production: 2WEI Music, Music Studio / Composer: Simon Heeger and Ralf Denker