Although Japanese retailer Muji is known for its understated and no-nonsense design sensibility, it went all out with the Christmas cookie-making for this multiplatform push promoting its home-made homemaking kits and other goods. Working with Japanese agency Tha ltd., the brand created this magnificent wintertime diorama of gingerbread houses adorned with Muji treats, which shoppers can see in person at the Muji store in Tokyo's Yurakucho district.

But those outside of Japan can experience it up close too on a dedicated site, where webcams are trained on the little town. There, you'll also see tiny monitors that display social media messages from admirers with the #mujixmas hashtag.