Did you turn your light off for an hour at 8:30pm on Saturday? If so, you'll know all about Earth Hour - an annual event which originated in Sydney in 2007 and now involves 150 countries. Earth Hour is supported by the World Wife Fund for Nature (+WWF) and requires participants to join together in a 60 minute turn-off of all non-essential lighting. And, while households all around the globe were contributing to this symbolic statement, +Paramount Pictures UK had planned something breathtaking for our capital under the watchful eye of media agency MEC.
Austrian technology specialists Ars Electronica Futurelab sent 30 LED-tagged aircraft into place over 300ft above Tower Bridge, thanks to Munich's quadrocopter manufacturer Ascending Technologies. The group of Hummingbird planes were directed into a specific formation, allowing them to display the Star Trek federation logo in anticipation of 'Into Darkness' - the latest in the movie franchise, due to be released in May.
![Star Trek Into The Darkness]( "Out Of Home International")
In the ultimate outdoor advertising stunt, the drones manoevred into place in time for Earth Hour, dimming their lights before 8:30pm and resuming illumination at 9:30pm. Out of respect for the environmental purpose of the event, the lighting for the elevated marketing performance was powered by charged batteries which used green energy from the renewable Austrian energy grid.
![Outdoor Advertising - Star Trek - London]( "Out Of Home International")
Online PR was managed by digital and social media agency Way to Blue, who operate for similar high profile clients such as 20th Century Fox, Bacardi, Disney and StudioCanal. WWF PR manager Kellie Rollings said “WWF is delighted that Paramount is supporting this year’s Earth Hour event. Millions of people around the world take part in Earth Hour year on year and we’re always looking for innovative ways to get our message out there. It’s fantastic that Paramount has chosen to mark the hour by dimming their lights at this unusual light display.”
Paramount's marketing director, John Fletcher, said “We are very pleased to go 'into darkness' with the rest of the world in support of Earth Hour. It seems fitting to be associated with such a global cause.”
Austrian technology specialists Ars Electronica Futurelab sent 30 LED-tagged aircraft into place over 300ft above Tower Bridge, thanks to Munich's quadrocopter manufacturer Ascending Technologies. The group of Hummingbird planes were directed into a specific formation, allowing them to display the Star Trek federation logo in anticipation of 'Into Darkness' - the latest in the movie franchise, due to be released in May.
In the ultimate outdoor advertising stunt, the drones manoevred into place in time for Earth Hour, dimming their lights before 8:30pm and resuming illumination at 9:30pm. Out of respect for the environmental purpose of the event, the lighting for the elevated marketing performance was powered by charged batteries which used green energy from the renewable Austrian energy grid.
Online PR was managed by digital and social media agency Way to Blue, who operate for similar high profile clients such as 20th Century Fox, Bacardi, Disney and StudioCanal. WWF PR manager Kellie Rollings said “WWF is delighted that Paramount is supporting this year’s Earth Hour event. Millions of people around the world take part in Earth Hour year on year and we’re always looking for innovative ways to get our message out there. It’s fantastic that Paramount has chosen to mark the hour by dimming their lights at this unusual light display.”
Paramount's marketing director, John Fletcher, said “We are very pleased to go 'into darkness' with the rest of the world in support of Earth Hour. It seems fitting to be associated with such a global cause.”