Sony Pictures and Estée Lauder turned James Bond a vibrant shade of pink on London’s iconic IMAX last night to mark Breast Cancer Awareness month.

The iconic banner in Waterloo, featuring the new 007 blockbuster starring Daniel Craig, turned from midnight blue to bright pink during a one hour special mission to highlight Estee Lauder’s support for Breast Cancer Awareness.

The spectacular illumination was planned by M2M Media and Talon in collaboration with Ocean which operates the colossal out of home advertising banner.

Richard Malton, Marketing Director, Ocean said: “It was a highly successful covert operation for an incredibly important cause.”