The Netherlands’ tiniest obsession gets a magical twist.

Every year, Albert Heijn, the Netherlands' favorite grocery store, turns shopping into playtime with its collectible Minis (tiny versions of real products that kids can use to play shop at home). It’s a tradition that makes grocery runs something kids actually get excited about.

This year, we gave the Minis a magical digital reveal. Teaming up with digital artists M_Editat and DJ Behar, we brought the shelves to life through videos where full-sized products folded into miniature versions the instant they were touched. These videos ran across social media and in-store screens, turning everyday shopping into a bit of everyday wonder.