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M&C Saatchi surprises shoppers with submarine

M&C Saatchi submarine

The submarine turned into quite the media storm in just a few mintues

We've seen some incredible examples of street art (opens in new tab) and installations in our time but nothing really comes close to this underwater collision. Set up by M&C Saatchi (opens in new tab), this submarine crashed into the middle of a busy Milan highstreet to give shoppers a rather unique surprise.

The event was designed to create awareness and traffic to the first all encompassing 'protection store' located just around the corner. Even ambulances, firefighters and the National Guard rushed to the scene to provide aid.

Marked with the serial number #L1F3 the submarine turned itself from a prop into a form of media. The hashtag was present in all pictures taken of the collision between the car and the submarine. In just a few hours #L1F3 became a national trend topic on Twitter, generating close to four million media impressions in a few hours.

M&C Saatchi submarine

M&C Saatchi submarine

Find out more over on the Protect Your Life (opens in new tab) website.

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The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of six full-time members of staff: Editor Kerrie Hughes, Deputy Editor Rosie Hilder, Deals Editor Beren Neale, Senior News Editor Daniel Piper, Digital Arts and Design Editor Ian Dean, and Staff Writer Amelia Bamsey, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.