ITALY – A massive submarine emerges in Milan’s city center
The crown of a massive submarine, appearing to have just surfaced from an underwater journey, materialized from beneath the sidewalk of Milan’s Piazza Mercanti, surprising and baffling pedestrians. The installation had the tremendous deep-sea voyager popping out from the concrete path, causing a massive wreckage of rubble nearby. A Smart car, seemingly at the wrong place at the wrong time, was apparently caught up in the chaos.
The elaborate, staged intervention was actually a marketing scheme by advertising agency M&C Saatchi Milano for Europ Assistance IT, an insurance group based in Italy, and Genertel, as part of their ‘Protect your life‘ campaign and launch of the lifepark protection store.
The clever stunt included a mass performance in the early hours of the morning, which imagined the manic scene as if it actually took place. Actors dressed as sailors and scuba divers emerged from the semi-surfaced sub in a supposed daze, not sure where they had arrived or how they had gotten there. The driver of the vehicle, theoretically destroyed in the accident, was seen exiting his car in a fit of both rage and confusion. The play even had a phony crew of hospital workers and police who rushed to the incident, carrying people on stretchers, and eventually securing the area from curious passers-by.