Audi briefed BBH to align their design and innovation with other examples of great modern design. To dramatise this I decided to put a car in the London Eye. And British Airways were up for it. It was a world’s first. It wasn’t easy and we got a few complaints about helicopter noise, it was a night shoot. Digital cameras were commonplace so it got lots of shots but it pre-dates social media by 4 years. Peter York did a piece about it in The Independent and The Standard did a full page article. About 8 years later Fiat copied the idea. Audi leads, others follow. The track is by Lamb.