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Design
Installations/Displays - Temporary

Bronze Winner

Entrant: Young & Rubicam Poland, Warsaw
Mila Frozen Fish - "The Live Fish Pack"

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

Copywriters: 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.