MINI’s New Global Campaign: Dreamy Car Wash Stories by Jung von Matt

United Kingdom – MINI has launched a new global brand campaign, marking its first major international product push under Jung von Matt as its lead creative agency. The campaign introduces a character-led storytelling platform designed to bring the MINI Cooper range to life through the imaginative perspective of a single protagonist: a car wash attendant.

The core concept revolves around a modular narrative system. As each MINI model enters the car wash bay, the attendant’s everyday routine transforms into a vivid daydream, placing him behind the wheel in a variety of scenarios. This approach allows for a flexible and adaptable campaign, capable of resonating with diverse audiences across multiple markets.

The campaign showcases three distinct MINI models, each triggering a unique fantasy. With the MINI Cooper 5-Door, the attendant envisions a journey through the city with a group of friends, heading to a concert. The all-electric MINI Cooper inspires a more intimate scene – a tender moment driving through an urban landscape with his daughter. And when the MINI Cooper 3-Door arrives, the daydream shifts into a high-octane experience, tearing through a parking garage with sharp turns and exhilarating speed.

These three stories, while distinct, collectively represent a playful yet emotionally resonant expression of the MINI Cooper range. The campaign positions each model not just as a vehicle, but as a different way to experience the road and, in a sense, a different facet of the driver’s personality.

Jung von Matt, an independent global creative company headquartered in Germany, has been instrumental in developing and executing this campaign. The agency’s Zurich and London offices led the creative direction, collaborating with the broader MINI Factory network and partner agencies including Accenture Song, BECC Agency, Dentsu, Meiré und Meiré, and Serviceplan. This collaborative effort underscores the complexity of launching a global campaign with localized relevance.

The appointment of Jung von Matt as MINI’s lead creative agency follows a routine review process, according to reports, replacing New York-based agency Anomaly, which previously held the account. This shift signals a strategic direction for MINI, emphasizing emotional storytelling and design as key components of its global marketing strategy.

This isn’t the first recent collaboration between MINI and Jung von Matt. The agency also spearheaded a global campaign celebrating the collaboration between MINI and British fashion designer Paul Smith. That campaign, which rolled out across film, photography, outdoor, social, and experiential formats in markets including Japan, Germany, the UK, Switzerland, and the US, focused on translating Paul Smith’s “classic with a twist” design philosophy into a narrative built around a “memory palace” concept. The Paul Smith campaign, like the current one, placed the creative process at the center of the storytelling.

Christian Kies, creative lead at Jung von Matt, highlighted the importance of design literacy in today’s market. People today are more design literate than ever–they notice the smallest details,” Kies said. Our goal was to guide them through the designer’s thinking so that every visual element feels intentional, earned, and true to both collaborators. This statement underscores the agency’s approach to crafting campaigns that are not merely visually appealing, but also conceptually rich and thoughtfully executed.

The modular structure of the current MINI Cooper campaign is particularly noteworthy. Designed for markets across three continents, it allows for adaptation and expansion to reflect regional nuances while maintaining MINI’s signature wit and tone of voice. This adaptability is crucial for a global brand seeking to connect with diverse audiences on a local level. The ability to tailor narratives without sacrificing brand identity is a key strength of the campaign’s design.

Jung von Matt’s portfolio, as showcased on its website, demonstrates a consistent focus on blending emotional storytelling, design, and strategy. Recent projects include campaigns for Adidas, BMW, Opel, Erste Group, Hyundai, and Cosnova GmbH, indicating a diverse range of experience across various industries. This breadth of experience likely contributed to MINI’s decision to partner with the agency.

The success of this campaign will likely be measured not only by traditional metrics like brand awareness and sales, but also by its ability to resonate emotionally with consumers and reinforce MINI’s brand identity. By placing a relatable character at the heart of the storytelling, MINI and Jung von Matt are attempting to forge a deeper connection with their audience, positioning the MINI Cooper as more than just a car – but as a vehicle for self-expression and adventure.

The campaign’s emphasis on design and storytelling reflects a broader trend in automotive marketing, where brands are increasingly focusing on creating immersive experiences and emotional connections with consumers. As the automotive industry undergoes a rapid transformation driven by electrification and autonomous driving, brands are seeking new ways to differentiate themselves and build lasting relationships with their customers. This campaign represents a significant step in that direction for MINI.