"Time Out’s eye-openers" campaign will take over 12 of the 32 capsules for lunchtime and post work sessions including yoga or barre from Hackney gym The Refinery, life-affirming talks and storytelling events for children, as well as comedy and drag acts.
The activation will be supported by Time Out’s digital, social and print channels. The partnership was brokered by Dentsu Aegis Network content agency The Story Lab, and Vizeum handled media planning and buying.
Tanya Weller, head of marketing at the Coca-Cola London Eye, said: "The Coca-Cola London Eye and Time Out have a lot in common, both offering a new perspective on London, so it was a natural fit to create 'Time Out’s eye-openers' together.
"We want to encourage Londoners, families, students and those who work nearby to make the most of the London Eye and Time Out’s audience are always keen to discover the most exciting happenings in the capital.
"The London Eye is a well-known fixture on the London skyline, often the backdrop for some very exciting things happening in the city. With 'Time Out’s eye-openers' we’re offering a different view for Londoners to broaden their horizons with a series of events for body and mind."