It’s not everyday that you come across a giant submarine surfacing through the historic city streets of Milan. No this isn’t some bizarre new piece of technology gone wrong but in fact an incredibly elaborate installation that’s part of an elaborate marketing campaign imagined by advertising agency M&C Saatchi Milano for insurance group Europ Assistance IT as part of a new campaign called “Protect Your Life” which promotes the importance of safeguarding your possessions through insurance. This may seem a bit over the top to promote something as dull as insurance but this imaginative stunt surely stopped everyone in their tracks as they rushed through the city to work.
The installation also included a large scale performance complete with fireman and police officers rescuing the crew of the submarine. Watch footage from the performance in the short video above. (via designboom)