The ITV building on London's Southbank regularly plays host to eye-catching events, but few will surely have matched the recent scene which saw a giant pink bra unveiled on the side of the UK TV station's home.
Measuring 26.72 m (87 ft 7.97 in) on the underbust and with a bust measurement of 29.6 m (97 ft 1.35 in), the record-breaking item of underwear took four weeks to make, with abseilers working for three days to install the bra on the building.
The attempt, which was organised by brand Vanish, was timed to coincide with the Breast Cancer Campaign's Wear it Pink Day with the bra being unveiled during ITV's daytime TV show This Morning.
Made from lightweight spinnaker nylon, it was made from 375 square metres of fabric weighing 75 kilos, with the bra's metal fasteners giving the garment a total weight of 90 kilos.
Speaking after the successful attempt, Stefan Gaa, marketing director of Vanish said:
"The Vanish and Breast Cancer Campaign record breaking bra is a fitting focal point for this year's fundraising activities."
"This is an issue that affects so many women and their families and Campaign are doing a vital job in raising funds for research and keeping breast cancer high profile.
'Wear it Pink' raised £2.5m for breast cancer last year by getting thousands of people to wear a pink item of clothing and donate £2 to the charity.
To find out more about the bra, and the Breast Cancer Campaign, head to http://www.worldrecordbra.com/