MINI puts creativity in the driver's seat with Paul Smith collaboration

MINI has launched a global campaign celebrating its latest design collaboration with British designer Paul Smith, using design-led storytelling to position the partnership as a cultural meeting point rather than a conventional automotive launch.

Developed by Jung von Matt Zurich and Jung von Matt London, the campaign translates Paul Smith’s “classic with a twist” philosophy into an immersive narrative that reflects MINI’s own design-led heritage. The creative approach blurs the boundaries between automotive communication and cultural storytelling.

At the core of the campaign is the concept of a “memory palace”, a guided journey through Smith’s creative world, with each room representing a distinct aesthetic principle.

Don't miss: BMW makes waves with waltzing octopus to spotlight driving tech

The near two-minute film opens with Smith introducing the new collection, before taking viewers back to where the collaboration began. Along the way, he walks audiences through key design details, including the thinking behind the chosen colour palette, before closing with a reveal of the new edition. The framework allows MINI to spotlight the craftsmanship, colour and attention to detail behind the collaboration, while keeping Smith’s creative process front and centre.

The campaign was led by Jung von Matt Group, with support from a network of international partners. Accenture Song handled social media execution, while Paul Smith Studios, INMOTION and David Daub contributed across production.

Rolling out across film, photography, outdoor, social and event touchpoints, the campaign places a strong emphasis on authenticity. Physical set builds, in-camera practical effects and tactile design details were prioritised to mirror the hands-on nature of the collaboration.

Aimed at a global audience of design-conscious drivers and style enthusiasts, the campaign will roll out across key markets including Japan, Germany, the UK, Switzerland and the US, reinforcing MINI’s positioning at the intersection of design, culture and mobility.

“People today are more design literate than ever - they notice the smallest details. Our goal was to guide them through the designer’s thinking so that every visual element feels intentional, earned, and true to both collaborators," said Christian Kies, creative lead at Jung von Matt.

The Paul Smith collaboration builds on MINI’s history of playful, design-driven campaigns in the region. In July last year, MINI Asia launched “Ditched for MINI”, putting a mischievous spin on the moment drivers trade in their old cars. The campaign, created with MINI Eurokars Habitat, gave so-called “ex-cars” the last word, printing witty breakup lines on their hoods, turning each vehicle into a rolling billboard until its new MINI was picked up.

Lines such as “Had the grip. And still he slipped away” and “All that mileage, yet we couldn’t go the distance” reflected MINI’s cheeky, irreverent tone. The idea came from a global MINI AG creative challenge to deliver bolder, brand-faithful ideas, and marked a rare move in Singapore, where direct comparison ads are typically avoided.

Related articles: 
Porsche puts pedal to lifestyle with new Jewel Changi brand experience store   
Mercedes-Benz SG appoints new strategic comms agency   
Audi Revolut F1 Team signs Gillette as official partner ahead of 2026 debut