Three Stories, One Dreamer: Jung von Matt Crafts Character-Led Automotive Storytelling

Feb. 10, 2026

Jung von Matt has developed and produced a global product campaign marking the first major international product push for MINI under its new creative lead agency. Built around a modular storytelling system, the work showcases three distinct vehicles through the imaginative lens of a single, unlikely protagonist, a car wash worker who dreams himself behind the wheel of each MINI model that enters his bay.

Three cars. One dreamer.

The narrative follows a car wash attendant whose daily routine takes a cinematic turn as he begins to fantasize about the lives he might live in each of the three MINI Cooper models he washes. Each vehicle triggers a different story, reflecting the unique personality of the car: 

• With The MINI Cooper 5-Door, he imagines himself as part of a close-knit band of friends on their way to a gig — laughter, energy, and music filling the car as they cruise through the city.
• The arrival of The all electric MINI Cooper sparks a joyful family moment, as he sees himself driving through an urban landscape with his daughter beside him. 
• And when The MINI Cooper 3-Door pulls in, he shifts gears into full go-kart mode: tearing through a parking garage with sharp corners, tight turns, and pure driving thrill.

Together, these three daydreams form a playful yet powerful expression of the MINI Cooper range. Each model offering a different way to experience the road, and a different version of yourself.

Modular storytelling for global markets

Designed to meet the complex content needs of markets across three continents, the campaign structure allows for the flexible use of product-led and emotionally driven storytelling elements, while also integrating the witty MINI tone of voice. Although they are unified by a single creative idea, each model narrative can be adapted or expanded to emphasise regional differences.

The idea was brought to life by a strong collective of agency partners from the MINI Factory and beyond, with contributions from Accenture Song, BECC Agency, Dentsu, Meiré und Meiré and Serviceplan. Creative direction and execution was led by Jung von Matt with its Zurich and London offices.

The campaign marks a strategic milestone for Jung von Matt and MINIs cooperation: their first major global product campaign for MINI since assuming lead agency responsibilities. By anchoring the creative in emotional storytelling — and giving each car its own cultural signature — the agency continues to demonstrate how design, narrative, and strategy can work together to create global impact.