MINI leans into design-first storytelling with new Paul Smith campaign
MINI’s latest campaign isn’t about the car. It's about the craft and collaboration
Luxury automakers love talking about design, but MINI is doing something different: showing it. The brand’s new global campaign, built around a collaboration with British designer Paul Smith, trades horsepower talk for an immersive design narrative that leans into cultural storytelling.
This article explores how MINI is using its Paul Smith partnership to reset expectations of what a car campaign looks like, and what marketers can take away from this creative pivot.
Short on time?
Here is a table of content for quick access:
- What happened: a design-first narrative from start to finish
- Craft over CGI: an emphasis on physicality and authenticity
- This isn’t MINI’s first rodeo with brand mischief
- What marketers should know
Patrecia Meliana
A design-first narrative from start to finish
Created by Jung von Matt Zurich and London, the campaign centers on a short film built around the concept of a “memory palace” — a tour through Smith’s creative process, room by room. Rather than relying on standard product shots or feature lists, the film takes viewers on a guided journey where each scene reflects a different design principle.
Smith introduces the collaboration before backtracking to its origins, detailing the color palette, materials, and design decisions that shaped the final edition. The result is a narrative that keeps the audience grounded in design intent, not product specs.
Beyond the film, the campaign spans photography, outdoor media, events, and social, rolling out across major markets including the US, UK, Germany, Japan, and Switzerland. Accenture Song led social execution, while Paul Smith Studios, INMOTION, and David Daub contributed across production.
An emphasis on physicality and authenticity
In an era where digital assets dominate campaign rollouts, MINI and Paul Smith went old-school. The creative team prioritized physical set builds, in-camera effects, and tactile design elements. It’s a deliberate choice meant to echo the hands-on nature of both brands’ work and speak to design-literate audiences.
“People today are more design literate than ever. They notice the smallest details,” said Christian Kies, Creative Lead at Jung von Matt. “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 isn't MINI's first rodeo with brand mischief
The Paul Smith campaign continues MINI’s streak of unconventional, brand-faithful storytelling. Just last year, MINI Asia launched “Ditched for MINI,” a Singapore-based campaign that let abandoned vehicles roast their former owners with breakup lines like “All that mileage, yet we couldn’t go the distance.”
It was a cheeky yet strategic move. Direct comparison ads are rare in Singapore, making the campaign stand out while staying in step with MINI’s playful tone. That campaign, like this one, reflects a broader push within MINI’s global brand network to craft bolder, culturally aware ideas.
What marketers should know
MINI’s latest move is more than design PR. It is a case study in modern brand storytelling. Here’s what to take away:
1. Treat campaigns as cultural products, not just promotions
MINI isn’t selling a car here. It is selling the idea of design as lifestyle. Marketers can adopt a similar mindset by positioning products within broader creative ecosystems.
2. Don’t just talk about craft. Show it
By using physical builds and in-camera effects, the campaign reinforces the collaboration’s hands-on approach. If authenticity is the goal, executional choices matter just as much as messaging.
3. Collaborators aren’t just spokespeople. They’re story vehicles
Paul Smith isn’t a celebrity endorsement. He is the narrative engine. The campaign revolves around his process and point of view, offering a more engaging take on co-branded storytelling.
4. Global campaigns don’t have to feel generic
Despite spanning multiple countries, this campaign feels specific and intimate. That’s due to physical production and a clear creative lens, helping it avoid the usual flatness of global brand messaging.
In a category that often sticks to formula, MINI’s Paul Smith collaboration offers a refreshing shift. It shows that storytelling, rooted in real creative process, can build deeper audience connections — especially with design-savvy consumers.
For marketers, the message is simple. To stand out, stop shouting. Start showing.
