This is brilliant and kind of terrifying. From adweek:
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.