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3/10/2013 Event Agencies

A giant submarine crashes into a car in the heart of Milan: an advertising stint by M&C Saatchi for the Life Park Protection Store

A gigantic submarine breaks through the pavement in via dei Mercanti, just a stone’s throw from Piazza Duomo, and crashes into a car : this was the scene to which stunned Milanese morning commuters were treated on Monday 1 October, while actors and bit players, dressed up as rescuers, journalists, men in wet suits, sailors and the purported commander of the vessel, tried to reconstruct the accident. 

The original event was organized by M&C Saatchi to mark the opening of the Life Park Protection Store of Genertel and Europ Assistance, the first sales point dedicated to the protection of life and people located just a short distant from the scene of the accident, in piazza Cordusio 2.

The underlying theme of the event is that life is unpredictable and anything can happen like the commander of a submarine getting lost while following an old map of the Navigli, the canals of Milan, causing it to land up in the centre of the city.

The Protect your Life #L1F3 campaign, whose hashtag can be seen painted on the submarine,  was conceived for viral diffusion across social media in northern Italy. By accessing the protectyourlife.it website you can see the video showing all stages of the event, from the surfacing of the submarine, to the arrival of the rescue team right up to the interview with the commander and driver involved in the accident. Furthermore, the site will gather the contributions of all those who happened to be at the site of the scene as well as all the photos and tweets posted on  #L1F3.


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