Saatchi London and Marie Curie Turn Piccadilly Circus Yellow
This past Saturday, in support of Marie Curie Nurses who worked an extra hour due to the clocks going back, Saatchi & Saatchi London and Marie Curie turned adverts at the iconic outdoor site at Piccadilly Circus, yellow.
For one hour only between 7pm and 8pm, brands including Coca-Cola, McDonald’s, Samsung, Hyundai Motor and the Egyptian Tourism Authority all pledged their support for the charity’s ‘Extra Hour’ campaign and agreed to donate an hour of their advertising time by turning their artwork yellow.
The iconic Piccadilly Lights advertising site, owned by Land Securities, also featured messaging for the full hour explaining why the site has turned yellow and will include a call to action to donate to show support for the charity.
Dr Jane Collins, Chief Executive for Marie Curie, said: “We’d like to say a massive thank you to all the brands and media owners who have donated their advertising space in recognition of the work that our amazing nurses do. Practically everyone will be affected by terminal illness at some point in their lives, so it’s really important that more people are aware of the work that our nurses do and that they are able to receive our help if and when they need it.”
Andy Jex, Executive Creative Director at Saatchi & Saatchi London added: "Saturday night, as the clocks go back - everyone’s out making the most of an extra hour on the town. Meanwhile Marie Curie Nurses are working an hour extra to care for the terminally ill. Piccadilly Circus was the ultimate place to showcase this campaign. Thanks so much to all the brands and media owners involved, we really couldn’t have done it without you.”
As part of the campaign, additional digital advertising billboards across the UK including digital billboards on top of London’s black cabs will also support the ‘Extra Hour’ campaign. Shot by award-winning photographer Josh Cole, the creative will feature an image of Marie Curie Nurse, Sally Monger-Godfrey and urge people to support the Marie Curie’s Nurses, who will be working an extra hour when the clocks go back.
Brands and outdoor media companies who have pledged their support include Amazon, EDF, Spotify, WHSmith, Kinleigh Folkard & Hayward Estate Agent, The Daily Telegraph, Primesight, Clear Channel, Ocean Outdoor, City Outdoor, Forrest, Signature and Verifone Media, Global Radio and Jazz FM.
UM London and out-of-home agency Rapport worked with media owners around the UK to secure these additional spaces.
Other elements of the campaign include a 60 second online film featuring Marie Curie Nurses and a 30 second film which features a message of support from actress Alison Steadman whose mother was cared for by Marie Curie Nurses.
Creative Agency: Saatchi & Saatchi London
Creative Director: Hugh Todd
Planner: David Adamson
Executive Creative Director: Andy Jex
Project Manager: Stephanie Evans
Account Manager: Marie Deery, Jon Bryars & Theo Moran
Creative: Mark Campion & Nick Barker
Digital Producer: Sophie Lark
Media Agency: UM
Planner: Shara Hikmet
Print / OOH
Photographer: Josh Cole
Category: Charity , Corporate and social