Mila: The Live Fish Pack [image] 2

Credits & Description:

Brand: Mila Frozen Fish
Corporate Name of Client: Mila
Client Marketing Director: Sylwia Kocoń
Agency Account Manager: Paulina Gurgul
Managing Partner Y&R Mobile: Romek Lubczyński
Agency: Young & Rubicam Poland, Warsaw
Chief Creative Officer: Luis Tauffer
Copywriter: Luis Tauffer/Michał Konert/Konrad Słonecki
Art Directors: Piotr Jakubowski/Patryk Kościelniak/Michał Klusek
EVP, Global Director of Creative Operations: Paul Schulman
Executive Agency Producers: Jan Deluga/Michał Zamencki
Agency Producers: Piotr Owsianka/Agnieszka Fatek/Rafał Pawela
Designer: Tomasz Woźniak
Video Production Company: Mniam TV
Video Production Company City: Warsaw
Video Production: Raymond
Director: Piotr Janowski
Directors of Photography: Sebastian Kniza/Mateusz Wichłacz
Photographers: Jacek Kołodziejski/Anna Łoskiewicz/Katarzyna Hryciow
Post-Production Company: Badi Badi, Warsaw
Editors: Stefan Stefański/Ziemowit Jaworski/Jasiek Taras
Creative Lab Company: Jack the Maker, Lisbon
Web Developer: Adam Karpowicz
Motion Designer: Christian Balzano
Set Designer: Paulina Szpila
DTP: Dariusz Kurnikowski
Description of the Project:
Context
Modern processes in the fishing industry allow to frozen the fishes right on the boat within hours of being caught, preserving it taste, texture and nutritional benefits. While “fresh” fish starts the degrading process right after its caught, and it takes about a week or more in transport before it gets to the shop shelves.
Relevance
Mila frozen fish range is prepared using techniques that preserve its freshness, all the way to consumers’ door. But many people don’t know about that and still have prejudice against frozen fish, resisting to include it on their diet.
Difference:
To grab consumer’s attention for the freshness of our frozen fish range, we developed a special set of packs that behaved like fresh catches - using animatronic techniques, Wi-Fi and a proximity sensor, we surprised consumers who approached our freezers. The activation was also broadcast in a website, where people could see our store in real time and activate 3 different fishes, making them shake or jump to prank our clients.