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.CreditsEVP, Global Director of Creative Operations: Paul SchulmanChief Creative Officer/Y&R Europe: Jamie MandelbaumExecutive Creative Director: Luis TaufferArt Director: Tomaz Wozniak, Piotr JakubowskiCopywriter: Luis Tauffer, Michal KonertAdditional Credits: Account Manager: Paula GurgulManaging Partner/Y&R Mobile: Romek LubczynskiWeb Developer: Adam KarpowiczManaging Partner/Labstore: Grzegorz SierzputowskiCEO: Michal KazimierczakCreative Lab: Jack the MakerProduction Company: RaymondHead of Production: Pitor OwsiankaAgency Producer: Agnieszka Fatek, Jan Deluga, Michal ZamenckiPrint Producer: Rafal PawelaDTP: Darek KurnikowskiVideo Director: Pitor JanowskiDOP: Lukasz Gutt, Sebastian KnizaSet Designer: Paulina SzpilaPhotographer: Katarzyna Hryciow, Jacek Kolodziejski, Anna LoskiewiczVideo Editor: Ziemowit Jaworski, Stephan Stefanski, Jan TarasVideo Production: Mniam TVPost Production: Badi BadiPR Agency: WalkAgency Partner: Przemek Staniszewski