Despite spinning more than 200,000 times, The London Eye needed to feel like a must-do again for domestic tourists.

The structure had to feature - that's the Merlin way. So we turned metal into emotion. Simply using the pods as the O in people's reactions, we reminded London what it felt like the first time and then encouraged them to rediscover that same feeling.

We pushed for more executions but these 2 finally ran…for 4 years! There was not a London tourist that didn't see this from underground to overground.

The London Eye called it their highest-performing creative ever. It won an Effie.

WOW.

/Effie UK winner
/ROI 13:1
/Ticket sales up 56% amongst domestic overnight visitors