United Kingdom – MINI has unveiled a new global brand campaign, marking its first major international product push under Jung von Matt as lead creative agency and introducing a character-led storytelling platform that brings the MINI Cooper range to life through the imaginative lens of a single protagonist.
Built around a modular narrative system, the campaign follows a car wash attendant whose everyday routine takes a cinematic turn as each MINI model entering his bay sparks a vivid daydream.
With the MINI Cooper 5-Door, he imagines himself travelling through the city with a close-knit group of friends on their way to a gig.
The all-electric MINI Cooper inspires a tender family moment as he envisions…