For one hour between 7pm and 8pm on 29 October, brands including Coca-Cola and McDonald's pledged their support for Marie Curie’s "Extra hour" campaign and agreed to donate an hour of their advertising time by turning their artwork yellow.
The Land Securities-owned site also featured messaging for the full hour explaining why the site had turned yellow and included a call to action to donate and show support for the charity.
Further ads for the campaign, created by Saatchi & Saatchi, were booked on digital billboards across the UK, including those on top of London’s black cabs. Shot by photographer Josh Cole, the creative features an image of Marie Curie nurse Sally Monger-Godfrey and urges people to support the charity.
There are also two online films, including a 30-second spot featuring a message of support from actress Alsion Steadman, whose mother was cared for by Marie Curie nurses.
The campaign was created by Mark Campion and Nick Baker at Saatchi & Saatchi, with UM handling the media planning and buying.
Brands and outdoor media owners that have pledged their support include Amazon, EDF, Spotify, The Daily Telegraph and Clear Channel.
Andy Jex, executive creative director at Saatchi & Saatchi, said: "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."