• by Amy Corr  @MediaPostOTL, May 2, 2016

That's exactly what happened inside Mila, a supermarket chain in Poland. The company wanted to illustrate that frozen fish can be just as good quality, if not better, than fresh fish. "The Live Fish Pack," consisting of dorada, mackerel and tilapia, were placed inside one Mila store. Using animated techniques, packages of fish were created that acted like a fresh catch of fish. In other words: the packages jumped.

The packs were connected to WiFi with a proximity sensor, so whenever a person was close by, the fish moved, no doubt surprising those shopping in the frozen-food section. The activation was also broadcast on a Web site, allowing visitors in real time to select a fish and activate a package as consumers walked past. See it here, created by Y&R Poland.