The Fish at This Grocery Store Are So Fresh, They’re Still Rattling Around in Their Boxes

Fun Y&R stunt reels in shoppers

Nothing says fresh fish quite like the anguished death spasms they exhibit upon being caught, which Y&R Poland recently simulated in amusing fashion for a grocery-store prank.

The agency, working with creative lab Jack the Maker and production company Raymond, created "The Live Fish Pack," which looks like a fish in a box—but behaves like a fresh catch by jumping around now and then. As a fun added touch, the boxes were connected by wifi to a proximity sensor, allowing them to sense when shoppers were approaching—and start shaking and jumping accordingly.

Check out video of the prank here: 

To spread the slightly macabre fun beyond the immediate shoppers, Y&R broadcast the prank on a website, where people could see the store in real time and activate the three "live packs"—dorada, mackerel and tilapia—to prank the shoppers.

Client: Mila
Agency: Y&R Poland
Executive Creative Director: Luis Tauffer
EVP, Global Director of Creative Operations: Paul Schulman
Copywriter: Luis Tauffer
Art Director: Tomaz Wozniak
Art Director: Piotr Jakubowski
Copywriter: Michal Konert
Account Manager: Paula Gurgul
Managing Partner/Y&R Mobile: Romek Lubczynski
Web Developer: Adam Karpowicz
Managing Partner/Labstore: Grzegorz Sierzputowski
CEO: Michał Kazimierczak
Chief Creative Officer/Y&R Europe: Jaime Mandelbaum 

Creative Lab: Jack the Maker
Technological development

Production Company: Raymond
Head of Production: Piotr Owsianka
Agency Producer: Agnieszka Fatek / Jan Deluga / Michał Zamencki
Print Producer: Rafal Pawela
DTP: Darek Kurnikowski
Video Director: Piotr Janowski
DOP: Lukasz Gutt, Sebastian Kniza
Set designer: Paulina Szpila
Photographer: Katarzyna Hryciow /Jacek Kolodziejski/ Anna Loskiewicz
Video Editor: Ziemowit Jaworski/ Stephan Stefanski/ Jan Taras
Video Production: Mniam TV
Post Production: Badi Badi