Installation: Urban Submarine

Massive Submarine Rising from the Street by ad agency M&C Saatchi Milano
Commisioned by Europ Assistance IT, for its "Protect your Life" campaign
Via: DesignBoom

As part of a marketing campaign, the Italian insurance firm Europ Assistance staged this surreal scene in the middle of Milan's Piazza Mercanti.  It depicts a submarine surfacing through the asphalt of the street, rear-ending a small smart car in the process.  During the initial morning unveiling of the scene, shown in the video below, scuba divers swoop in to rescue the disoriented sailors from their submarine as police and medical assistance secure the scene.  Of course, the scene was entirely staged by actors, but the results are like something out of a fantastic urban fantasy novel.

I don't typically circulate marketing campaigns, but I think that this deserves a bit of attention.  A little more of this sort of marketing and little less of constant buzz of pop-ups and commercials would suit me just fine!

"I soccorsi al sottomarino #L1F3 a Milano" by Europ Assistance Italia

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