Genertel – #L1F3


Anything can happen! An incredible spectacle hit Milan on October 1st, confusing pedestrians and locals into thinking that a submarine had resurfaced, breaking through the ground on via dei Mercanti. Like a scene from an action movie, paramedics, police, and firefighters rushed to the rescue as actors scrambled to barricade the “disaster” and faux sailors emerged from the crashed submarine.

(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.

In less than 24 hours the project has won international press and TV attention, from the UK’s Daily Mail online, to NBC Live in the USA – see story below. Film of the project to be shared soon.