(hfilms) produced the experiential stunt to launch Genertel/Europ Assistance Italia’s LIFE PARK Protection Store. M&C Saatchi Milan conceived the Protect Your Life integrated campaign, film by Edo Lugari, set design by Luca Merlini.
The powers of social media were engaged via a simple hashtag printed on the vessel that reads #L1F3, prompting people to repeat it on digital networking platforms and spread the word. Since the submarine surfaced, passersby have been tweeting, sharing photos through Instagram, and videos via YouTube, with amazing results. Trending at the time on sites around the world hit top percentage of most shared.