The Minis are back!

Albert Heijn is the Netherlands’ favorite grocery store, and this year their Mini's promotion takes over the country. At checkout, shoppers get tiny versions of everyday products, from peanut butter jars to pasta boxes, that kids can collect and use to play shop at home, complete with a mini hand scanner.

To bring attention to this promotion we added a little extra magic. Wouldn't it be great if everything shrunk in your hands, as soon as you scanned it?

We created three different videos in collaboration with digital artist @M_Editat. From the shopper’s perspective, a hand reaches for full-sized products on the shelf, magically transforming the moment they touch it. Each item magically folds into a miniature version and is scanned with a tiny hand scanner.

For the second execution, we collaborated with JIMMY artist @djbehar. From the POV of someone standing on the street before a full-sized Albert Heijn supermarket, we see an arm raise the scanner and suddenly, the entire store folds into its miniature version. We cut to the arm opening the tiny store doors to reveal shelves stocked with Minis.

Together, these two videos ran across social media, out-of-home’s, and in-store screens, capturing the spirit of Albert Heijn Minis–playful, imaginative, and irresistibly small.

Together, these two videos ran across social media, out-of-home’s, and in-store screens, capturing the spirit of Albert Heijn Minis–playful, imaginative, and irresistibly small.