In celebration of the London Eye’s 25th birthday, the brand has launched a new year-long, multi-channel campaign “The World’s Most Iconic Ride”, created by Modern Citizens.
Originally opened in 2000 to mark the millennium, the London Eye has become an integral part of London’s skyline, and one of the world’s most recognised landmarks. From blockbuster Hollywood appearances and global PR stories to countless proposals and moments of personal significance, the Eye has attracted millions of visitors, becoming an icon of the city.
Though the London Eye has become a familiar and beloved landmark for both locals and visitors alike, “The World’s Most Iconic Ride” campaign beautifully highlights its enduring appeal, serving as a powerful reminder of the Eye’s lasting place in the hearts of millions.
The campaign, initially teased during London’s New Year’s Eve celebrations, sees the Eye pivot from a more rational, view-orientated positioning, instead building deeper emotion and meaning by focusing on the human stories and memories that have helped make it the icon it is today.
The campaign, running in the UK and US, uses a combination of user-generated content and licensed imagery and footage, bringing to life the Eye’s authentic and vibrant history. The hero film, voiced by London-born spoken word poet, Emmanuel Speaks, tells the story of the Eye framed by the 2025 New Year’s Eve fireworks celebration, from inception to present day, all set to Movin’ On Up by Primal Scream.
The full campaign follows on from the OOH and social activity that went live on the day of the anniversary.
The ATL film is being produced by Chief, who also created a complementary 20-minute film, a cinematic love letter to London for those looking to explore 25 years of the city’s history.
The result of a long-term partnership with Merlin Entertainments, this campaign is the latest work from Modern Citizens to launch from across their portfolio of brands. Media strategy & buying was led by Wavemaker UK, PR by Stripe Communications.
This campaign also sees the launch of a sleek new VI and brand identity for London Eye, designed by Pentagram.
Steve Dodd and Josh Dando, Creative Directors, Modern Citizens said: “It seems like the London Eye only opened yesterday, while at the same time feeling like it’s been around forever, for every iconic moment in recent history. So, we wanted to create a campaign that spoke to visitors new, returning and ‘just commuting’. If we’ve created something with half as much iconicity and longevity as the Eye, we’ll have done a pretty good job.”
Craig Inglis, Chief Marketing Officer, Merlin Entertainments added: “The London Eye was originally built as a temporary structure to mark the new century, but over time it has become an icon of London’s skyline and the city many call home. So, what better time than a 25th anniversary to launch this campaign as an homage to the Eye, to London, and to the millions of people who have ridden it and made lasting memories, becoming part of our amazing history. The World’s Most Iconic Ride is an authentic celebration of everything the Eye has been, is and will be in the future.”
