Read our new manifesto

Mila: The Live Fish Pack by Y&R Poland

Agency: Y&R Poland
Client: Mila
Date: May 2016
Your Vote
Overall Rating
Opps, please vote again
34 votes

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.


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