Mila - “Surprisingly Fresh” / Live Frozen Fish pack (2016) :60 (Poland)

A long time ago as I walked through my local market, a fish literally jumped out of an ice-counter and on to a counter. The fish monger grabbed it, made a big show of smacking its head, then winked at me stating "we sell really fresh fish here". I was too surprised to come up with a witty retort.
Someone at Y&R in Poland must have seen something similar, because to dispel the myth that frozen fish is "old" somehow, they built some cool animatronics into a special fish box, and had the "fresh fish" jumping in the frozen fish section of the super market. The boxes were connected over wifi so they'd only start jumping when shoppers were around. “Surprisingly Fresh”, is the brands tagline. Pretty attention grabbing, pretty cute. Ad agency: Y&R