Celebrating the collaboration between automotive brand Mini and iconic British designer Paul Smith, Jung Von Matt has developed and produced a global campaign that brings audiences into the designer's world.

The campaign showcases Paul Smith’s creative philosophy and centres around his ‘classic with a twist’ aesthetic. Where the Mini Paul Smith Edition brings the designer's vision to life through bold colour combinations, signature stripes and hand-written details, the campaign also takes a design-first approach to storytelling.

A campaign video acts as a guided journey through Paul Smith’s creative mind. Each room represents an aesthetic principal showcasing the colour, design and personality that bring the collaboration to life. Through bold visual design, the campaign combines automotive, culture and creativity to bring audiences into the world.

With a distinct focus on style and craft, the campaign speaks to a global audience of design-conscious drivers and style enthusiasts. It positions the collaboration as a meeting of creative minds rather than a product launch. 

“People today are more design literate than ever - they notice the smallest details,” says 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.”

With a focus on the cultural value of design, the campaign is designed to speak a global language, resonating across markets including Japan, Germany, the UK, Switzerland and the US.

The campaign is the result of a collaboration of international partners led by Jung von Matt Group in Zurich and London and including Accenture Song (social media), Paul Smith Studios, Inmotion and David Daub.

Combining Paul Smith’s distinct creative vision and Mini’s quintessential British style, the campaign pushes the boundaries of automotive marketing and underlines the importance of craft.