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Massive Submarine Emerges in Milan’s City Center

Massive Submarine Emerges in Milan’s City Center

the installation has the tremendous deep-sea voyager popping out from beneath the sidewalk causing a massive wreckage of rubble nearby. a smartfortwo car, seemingly at the wrong place at the wrong time, is apparently caught up in the chaos, haphazardly propped on the debris.
the elaborate, staged intervention is actually a marketing scheme by advertising agency M&C saatchi milano for europ assistance IT, an insurance group based in italy, as part their ‘protect your life‘ campaign and launch of the lifepark protection store.
image courtesy of M&C saatchi milano
Massive Submarine Emerges in Milan’s City Center a smart car, seemingly at the wrong place at the wrong time, is apparently caught up in the chaos
image © designboom

Massive Submarine Emerges in Milan’s City Center

the massive wreckage of rubble piles around the installation
image © designboom

Massive Submarine Emerges in Milan’s City Center

surprised and baffled pedestrians wonder how the submarine arrived in milan
image © designboom
Massive Submarine Emerges in Milan’s City Center

the clever stunt included a mass performance, where the driver of the vehicle exited his car
 in a state of confusion
image © designboom 

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