Car wash worker imagines life behind MINI wheels

Jung von Matt has developed a global product campaign for MINI, marking the first major international product push under its new creative lead agency. The work uses a modular storytelling system to showcase three MINI models through the perspective of a single protagonist: a car wash worker who dreams of driving each vehicle.

Three vehicles, one dreamer

The campaign follows a car wash attendant whose imagination transforms his daily routine. Each MINI model inspires a different narrative reflecting the car’s personality:

MINI Cooper 5-Door: He envisions a city drive with a close-knit group of friends, music, laughter and energy filling the car.

All-electric MINI Cooper: Sparks a family moment as he imagines driving with his daughter through an urban landscape.

MINI Cooper 3-Door: He imagines a high-energy go-kart experience, tearing through a parking garage with tight turns and driving thrill.

Together, the three daydreams express the MINI Cooper range and the different experiences each model can deliver.

The campaign was designed to serve markets across three continents, allowing product-led and emotionally driven storytelling to be adapted to regional preferences. Each model narrative can be tailored to emphasize local differences while maintaining a unified creative idea and MINI’s signature tone of voice.

Collaboration and creative leadership

The campaign was executed by Jung von Matt’s Zurich and London offices, with contributions from MINI Factory, Accenture Song, BECC Agency, Dentsu, Meiré und Meiré and Serviceplan.

This campaign represents the first major global product effort for MINI under Jung von Matt, demonstrating how design, narrative and strategy can combine to create international impact and emotionally engage audiences across multiple markets.

www.mini.com

www.jvm.com

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