To Launch Life Park, an insurance company's 'protection store', M&C Saatchi created the most unpredictable car crash. Life Park, being the first protection store in Italy, wanted to be seen as the place where you could find all the possible imaginable protection. So this realistic scenario was put together and with it, the hashtag of #L1F3 was launched, giving people the opportunity to spread the word. The event went quickly viral hitting every social media platform and even getting mentions on international news channels.

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