The London Eye celebrates its 25th Anniversary in suitably epic style with the launch of a year-long campaign titled The World’s Most Iconic Ride.

The campaign features user-generated content and archive footage in order to explore the rich history of the iconic landmark from the intimate and personal perspectives of both locals and visitors alike.

The hero film is voiced by London-based poet Emmanuel Speaks, and features the iconic song Movin’ On Up by Primal Scream. 

STALKR Europe researched over a quarter of a century-worth of imagery to source footage and stills that featured in the hero film, as well as working on the OOS campaign, which included motion posters, billboards and branded taxis.

The campaign runs in both the UK and the US, and comes from London agency Modern Citizens. Campaign, Little Black Book and The London Post have all run features.