Jung von Matt with global campaign for Mini and Paul Smith

Jung von Matt is launching an international campaign for Mini that showcases the new design collaboration between the car brand and British designer Paul Smith. The campaign translates Smith's characteristic credo "Classic with a twist" into a story that invites the audience into the designer's creative world.

At the heart of the campaign is a design-first approach that blurs the boundaries between classic automotive communication and cultural storytelling. The idea, which was developed by Jung von Matt Switzerland and London, transforms Paul Smith's design philosophy into an overall visual experience.

Journey through the creative thought process

The concept is based on a "memory palace" - a guided journey through Paul Smith's mindset, where each physical space represents an aesthetic principle. The campaign focuses on craftsmanship, color and attention to detail, always with Paul's personality and characteristics at the center.

The campaign was realized together with an international network of partners. Jung von Matt Switzerland and London were responsible for the creative direction and implementation. They were supported by Accenture Song (social media), Paul Smith Studios, Inmotion, David Daub and Meire & Meire.

Film, photography, out-of-home measures, social media and events were used. The focus was on authenticity at every stage of production - from real sets and analog effects to tactile elements that reflect Paul Smith's design standards.

Focus on a design-savvy, global audience

The campaign is aimed at a global audience of design-conscious drivers and style enthusiasts. The focus is not on the classic product launch, but on the encounter between two creative mindsets. The cultural focus addresses target groups in markets such as Japan, Germany, the UK, Switzerland and the USA.

"People today are more design-savvy than ever, they notice every little detail," says Christian Kies, Chief Creative Officer at Jung von Matt Switzerland. "Our goal was to guide them through the designer's creative thought process so that every visual element feels intentional, earned and authentic."

Client: MINI; Agency: Jung von Matt Group; External partners: Accenture Song, Paul Smith Studios, INMOTION, David
Daub, Meire & Meire.