An interesting user engaging pack for fish that defines the freshness of the product inside


Polish grocery brand Mila, facing the challenge of educating consumers about the freshness of its boxed fresh fish products, developed packaging that jumps and rattles to mimic the movement of recently caught fish trapped inside the pack. With creative direction from Y&R Poland, Mila created the Live Fish Pack, a Wi-Fi and proximity sensor-connected box that starts shaking and jumping as consumers approach. 

Online audiences can also engage with the campaign by controlling the boxes from the Mila website and watching responses via the real-time video. Live Fish Pack uses A&IP technology to bring a sense of humour into the grocery setting while conveying the freshness the products, it claims. Though not sure about all the technologies used to create the effect, but the video looks a lot of fun. You can see the video at

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