Mila: The Live Fish Pack by Y&R Poland
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Y&R Poland has unveiled “The Live Fish Pack” activation for the Polish supermarket chain, Mila.
Using animated techniques, Y&R Poland, Jack the Maker and Raymond together developed a special set of packs that behaved like fresh catches. The packs were connected by wifi with a proximity sensor, shaking and jumping on the freezers, surprising consumers who approached the frozen food section.
The activation was broadcasted on a specific website, where people could see the store in real time and activate the three “live packs” – Dorada, Mackerel and Tilapia – to prank the clients. Using its pack as a media, Mila showed that its frozen fish range is surprisingly fresh.
Credits
EVP, Global Director of Creative Operations: Paul Schulman
Chief Creative Officer/Y&R Europe: Jamie Mandelbaum
Executive Creative Director: Luis Tauffer
Art Director: Tomaz Wozniak, Piotr Jakubowski
Copywriter: Luis Tauffer, Michal Konert
Additional Credits: Account Manager: Paula Gurgul
Managing Partner/Y&R Mobile: Romek Lubczynski
Web Developer: Adam Karpowicz
Managing Partner/Labstore: Grzegorz Sierzputowski
CEO: Michal Kazimierczak
Creative Lab: Jack the Maker
Production Company: Raymond
Head of Production: Pitor Owsianka
Agency Producer: Agnieszka Fatek, Jan Deluga, Michal Zamencki
Print Producer: Rafal Pawela
DTP: Darek Kurnikowski
Video Director: Pitor Janowski
DOP: Lukasz Gutt, Sebastian Kniza
Set Designer: Paulina Szpila
Photographer: Katarzyna Hryciow, Jacek Kolodziejski, Anna Loskiewicz
Video Editor: Ziemowit Jaworski, Stephan Stefanski, Jan Taras
Video Production: Mniam TV
Post Production: Badi Badi
PR Agency: Walk
Agency Partner: Przemek Staniszewski
