Locals and tourists woke up to the mind-boggling sight of a crashed submarine on the streets of Milan on 1 October.
The disaster zone looked like something out of a science-fiction movie as paramedics, police officers and firefighters rushed to the site.
In actuality, it was a publicity stunt for insurance company Europ Assistance Italia’s ‘Protect Your Life’ ad campaign.
The entire installation was the work of advertising agency M&C Saatchi, and involved actors who barricaded the area and fake sailors who rose from the wrecked submarine.
A hashtag #L1F3 printed on the side of the submarine prompted people to repeat it on social networks through photos and videos uploaded on Facebook, Instagram, YouTube and other platforms, spreading news of the incredible stunt far and wide.
View some photos of the stunt below.
[via My Modern Met and Neatorama, images via UrDesign Magazine]