| 标题 | The Live Fish Pack |
| 广告公司 | Y&R Warsaw |
| 广告战役 | The Live Fish Pack |
| 广告主 | Mila |
| 品牌 | Mila |
| 首次发布日期 | 2016 / 4 |
| 行业领域 | 冻鱼及冷冻海鲜 |
| 剧情简介 | 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! |
| 媒体类别 | 户外广告 |
| 长度 | |
| 执行创意总监 | Luis Tauffer |
| 文案 | Luis Tauffer |
| 美术指导 | Tomaz Wozniak |
| 美术指导 | Piotr Jakubowski |
| 文案 | Michal Konert |
| 客户经理 | Paula Gurgul |
| Web Developer | Adam Karpowicz |
| Managing Partner | Romek Lubczynski |
| Managing Partner | Grzegorz Sierzputowski |
| 技术开发 | Jack the Maker |
| EVP, Global Director of Creative Operations | Paul Schulman |
| Head of Production | Piotr Owsianka |
| 广告公司制片 | Agnieszka Fatek |
| Print Producer | Rafal Pawela |
| DTP | Darek Kurnikowski |
| Video Director | Piotr Janowski |
| 布景设计师 | Paulina Szpila |
| 摄影师 | Katarzyna Hryciow |
| 制作公司 | Mniam TV |
| 后期制作 | Badi Badi |
| PR Agency | Przemek Staniszewski |
| 广告公司制片 | Michał Zamencki |
| 广告公司制片 | Jan Deluga |
| 剪辑师 | Jan Taras |
| 剪辑师 | Ziemowit Jaworski |
| 剪辑师 | Stephan Stefanski |
| 摄影师 | Anna Loskiewicz |
| 摄影师 | Jacek Kolodziejski |
| 首席创意官 | Jaime Mandelbaum |
| 摄影指导 | Sebastian Kniza |
| 摄影指导 | Lukasz Gutt |