The London Eye, one of the capital’s most recognisable landmarks, is celebrating its 25th anniversary with the launch of a comprehensive, year-long campaign that pays tribute to the people, memories and moments that have defined its legacy.
Having first opened its doors to the public in 2000 as a symbol of the new millennium, the London Eye has since cemented its place in both the city’s skyline and the hearts of millions. Over the past quarter-century, it has become the backdrop for blockbuster films, romantic proposals, and countless personal milestones.
A Campaign Rooted in Stories and Sentiment
Titled “The World’s Most Iconic Ride”, the new campaign has been developed by creative agency Modern Citizens to showcase the Eye’s ongoing appeal through personal stories and cultural significance.
Aimed at audiences in both the UK and the US, the campaign draws heavily on user-generated content and licensed visuals to illustrate the vibrant and enduring presence of the attraction.
A central feature of the campaign is a new short film narrated by London-born spoken word artist Emmanuel Speaks. Set to the soundtrack of Movin’ On Up by Primal Scream, the film charts the journey of the London Eye from its conception through to its status today, framed by the 2025 New Year’s Eve fireworks display.
This film follows an initial wave of out-of-home (OOH) and social media activity that launched on the Eye’s official anniversary date. Production duties for the film are being handled by Chief, who have also created a 20-minute companion piece—a cinematic tribute to London, capturing 25 years of transformation through the lens of the Eye.
A Tribute to London and Its People
This latest initiative stems from a long-standing partnership with Merlin Entertainments, the organisation that manages the London Eye.
The campaign also marks the introduction of a refreshed visual identity for the attraction, crafted by the renowned design studio Pentagram. Media planning and buying for the campaign have been overseen by Wavemaker UK.
Merlin Entertainments’ Chief Marketing Officer, Craig Inglis, reflected on the significance of the moment: “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.”
Creative directors at Modern Citizens, Steve Dodd and Josh Dando, also spoke about the emotional and cultural resonance behind their work: “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.”
As the London Eye steps into its 25th year, the campaign serves not only as a celebration of its past but also a look ahead to its continued role as a defining symbol of London life.
