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活鱼包
案例简介：通过今天的技术，冷冻鱼实际上比鲜鱼质量更好。渔业的新工艺允许鱼在被捕获后几小时内直接从船上冷冻 -- 保持味道,质地和营养益处 -- 与在 “新鲜市场” 出售的鱼相比，“新鲜市场” 通常需要一周或更长的时间来储存货架，而且腐烂过程很长。 然而，许多人不知道或不认为这一点，并有偏见，包括冷冻鱼在他们的饮食。因此，为了传达冷冻鱼系列的新鲜度，超市 Mila 决定与客户进行一次实验。 挑战: 你如何展示冷冻鱼的新鲜度，并帮助改变消费者的看法？解决方案: 给它的包生命!这正是 “活鱼群” 的诞生。使用动画技术，Y & R 波兰，制造商杰克和雷蒙德一起开发了一套特殊的包装，表现得像新鲜的渔获物。这些包装通过带有接近传感器的 wifi 连接，在冰柜上摇晃和跳跃，让接近冷冻食品区的消费者大吃一惊。 激活在一个特定的网站上播放，在那里人们可以实时看到商店，并激活三个 “活包” -- 多拉达、鲭鱼和罗非鱼 -- 来恶作剧客户。Mila 用它的包装作为媒体，展示了它的冷冻鱼系列令人惊讶的新鲜!
活鱼包
案例简介：Through today’s technology, frozen fish can actually be better quality than “fresh fish.” New processes in the fishing industry have allowed fish to be frozen straight from the boat within hours of being caught – preserving the taste, texture and nutritional benefits – compared to fish sold at “fresh markets,” which often has a week or more long journey to store shelves, and a long decaying process. However, many people don’t know or think about this, and have prejudice to include frozen fish in their diet. So, to communicate the freshness of its frozen fish range, the supermarket Mila decided to make an experiment with its clients. The challenge: how do you show the freshness of a frozen fish and to help change the consumer’s perception? Solution: by giving life to its packs! And, this is exactly how “The Live Fish Pack” was born. 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!
The Live Fish Pack
案例简介：通过今天的技术，冷冻鱼实际上比鲜鱼质量更好。渔业的新工艺允许鱼在被捕获后几小时内直接从船上冷冻 -- 保持味道,质地和营养益处 -- 与在 “新鲜市场” 出售的鱼相比，“新鲜市场” 通常需要一周或更长的时间来储存货架，而且腐烂过程很长。 然而，许多人不知道或不认为这一点，并有偏见，包括冷冻鱼在他们的饮食。因此，为了传达冷冻鱼系列的新鲜度，超市 Mila 决定与客户进行一次实验。 挑战: 你如何展示冷冻鱼的新鲜度，并帮助改变消费者的看法？解决方案: 给它的包生命!这正是 “活鱼群” 的诞生。使用动画技术，Y & R 波兰，制造商杰克和雷蒙德一起开发了一套特殊的包装，表现得像新鲜的渔获物。这些包装通过带有接近传感器的 wifi 连接，在冰柜上摇晃和跳跃，让接近冷冻食品区的消费者大吃一惊。 激活在一个特定的网站上播放，在那里人们可以实时看到商店，并激活三个 “活包” -- 多拉达、鲭鱼和罗非鱼 -- 来恶作剧客户。Mila 用它的包装作为媒体，展示了它的冷冻鱼系列令人惊讶的新鲜!
The Live Fish Pack
案例简介：Through today’s technology, frozen fish can actually be better quality than “fresh fish.” New processes in the fishing industry have allowed fish to be frozen straight from the boat within hours of being caught – preserving the taste, texture and nutritional benefits – compared to fish sold at “fresh markets,” which often has a week or more long journey to store shelves, and a long decaying process. However, many people don’t know or think about this, and have prejudice to include frozen fish in their diet. So, to communicate the freshness of its frozen fish range, the supermarket Mila decided to make an experiment with its clients. The challenge: how do you show the freshness of a frozen fish and to help change the consumer’s perception? Solution: by giving life to its packs! And, this is exactly how “The Live Fish Pack” was born. 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!
活鱼包
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The Live Fish Pack
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基本信息
- 广告战役： #The Live Fish Pack#
- 广告品牌： Mila
- 发布日期： 2016-04-01
- 行业领域： 生鲜/速食 , 饮食/特产
- 媒体类别： 短视频 , 户外
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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