In line with the UK government’s recommendation to “stay local” amid the COVID-19 pandemic, Robe UK joined forces with Northampton School for Boys (NSB), the University of Northampton and Daventry-based DroneSwarm to support #LightItInRed’s campaign by illuminating Northampton skies with a unique ‘heart shaped’ drone and light performance.
The action featured a new distinctive red heart logo designed by the #LightItInRed team for the occasion that – one year on – specifically highlighted the human elements of the industry affected by the COVID-19 pandemic – including those still working or training, those who have had to seek alternative employment, lost their jobs, lost friends and family, as well as lost homes and livelihoods, battled mental health issues and put their lives on hold to survive and assist others.
“It was really important for Robe UK to get behind supporting this fourth activation,” commented Robe UK Head of Marketing, Theresa Gibson. “We have all been affected by the challenges and difficulties over the past 12 months and having the opportunity to partner with our friends at DroneSwarm and the University of Northampton again to collaborate and show our strength as a united force was truly wonderful!”
Robe Lead Creative, Nathan Wan and Jordan Tinniswood curated beam lighting effects to a spectacular 100m wide, 83m tall heart shape which was created by 40 illuminated drones. A trio of Robe MegaPointes were chosen – for their power and impact – to complete the lighting art, in collaboration with DroneSwarm’s Mat Lawrence.
Northampton School for Boys Headmaster, Richard Bernard commented: “NSB was delighted to play host to such an exhilarating ‘Light it in Red’ event which fired up the skies above the school playing fields. The impressive drone formation was both moving and a triumph of technology, conveying a hugely powerful message of support for the live event industry and the NHS across the Northampton skyline. A fantastic evening of entertainment and reflection!”
Theresa praised Northampton School for Boys Assistant Headmaster, Richard Murphy for facilitating the space required to stage the performance. “The heart embraced by the Robe MegaPointes was a spectacular sight across the skies of Northampton shining as a beacon of love, light, hope and positivity to everyone in the industry!” she exclaimed.
The #LightItInRed, NSB, DroneSwarm and Robe logos were displayed on a large plasma screen on the University’s Waterside Campus 26m high media tower, along with a rolling collection of custom graphics incorporating the #LightItInRed heart, #WeMakeEvents campaign logos and supporting taglines produced by students from the University of Northampton (BA Hons) Events Management course.
“It was great to also engage the Event Management degree students who supported the campaign with personal and powerful messages which were highly visible across the town,” Gibson remarked.
University of Northampton Events Management and Tourism Senior Lecturer, Claire Leer commented: “The University of Northampton is proud to stand with the events sector and #LightItInRed to shed light on the impact of the pandemic. We’re in a period of unprecedented seismic change for the events sector, but it is heartening to see the way the sector can unite, and creatively respond to the Covid challenge. Our students, and graduates, will be at the heart of the way the industry bounces back from what has been an extremely challenging year.”
Gibson concluded: “We are so proud to continue supporting the incredible work that the Light It In Red and We Make Events campaign teams have generated and delivered over this last year, and all the awesome industry people and beyond who have dedicated their
