The London Eye started out as a temporary addition to the capital’s Millennium skyline and became an iconic city fixture. We were asked to create an above the line campaign to help celebrate The Eye’s 15th birthday, and renew Londoners’ excitement for a structure to which they had grown accustomed.
The structure might be into its teens, but the wheel’s perpetual movement means the view is ever-changing. To show this, we enlisted London-based artists to portray their view of the city from the London Eye. ‘15 Years of Eye Catching Views’ was both the advertising strapline and the campaign ethos.
The above line campaign lived on outdoor advertising, online banners and mobile ads. In the spirit of teenage rebellion, the first artwork in the series and lead creative for the campaign was tattooed on the inside of a capsule. Media were invited to broadcast from the London Eye to remind audiences of the structure’s unique capacity for unlimited new views. Retrospective content marking the Eye’s lifespan was distributed to media.
Digital billboards alone reached millions; the milestone was covered in print by The Independent and The Daily Mirror and online by the Telegraph and London Evening Standard and Time Out. It was also broadcast on ITV News, Good Morning Britain, Kiss FM and BBC London. PR coverage alone amounted to 129,522,017 opportunities to see.