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The London Eye

Experiential OOH  |  Print Content  |  Digital Content  |  Social Content

Reinventing The Wheel

Reframing the London Eye as the symbol of London’s post-covid rebirth

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The Challenge

Everyone knows and loves the iconic London Eye, you can’t miss it gracing London’s skyline with its 32 pods (one for each of the city's 32 boroughs if you didn’t know!). But therein lies the problem; everyone is used to it, everyone takes it for granted! The London Eye is truly iconic, so we need to remind people that it's not ‘touristy’ or ‘something you did when it opened’.

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The Insight

We’ve been deprived of shared experiences and exploring the city over the last few years, haven't we! The London Eye represents the rise of the new London, opening in 1999, it redefined the London skyline at the turn of the millennium and is the only viewing platform that constantly reveals a new and unique perspective of the city. So, let's make it represent the resurrection of London, now that we’re free to explore and enjoy the city we know and love again.

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The Idea

To put the London Eye in a new perspective, we commissioned and executed a bespoke mural with street artist Penfold, piquing the interest of passers by and creating a stunty execution that sits outside of traditional ad formats to get people talking about the London Eye once more. Alongside this we created a bespoke content hub that allows users to rediscover the London Eye through different passion points (culture, wellness and history), showing how it’s an experience for all to enjoy. 

My Role

  • Developed the campaign strategy and creative concept from initial brief through to launch

  • Created mock ups to bring the karaoke design and concept to life for the client

  • Crafted the narrative and pitched the idea to stakeholders

  • Collaborated with street artist Penfold on the mural concept and execution

  • Oversaw creative production and rollout across content, social, and experiential channels

  • Ensured cohesive storytelling and consistency across all campaign touchpoints

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Results

  • Reignited conversation and cultural relevance for one of London’s most iconic landmarks

  • Elevated local engagement, repositioning the London Eye as a must-do experience for Londoners, not just tourists

  • Extended reach through social buzz generated by the Penfold mural and digital content

  • Strengthened perception of the London Eye as a vibrant, modern symbol of the city’s rebirth

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