Santander Cycles

Recreating iconic London sights in papercraft to celebrate 10 years of TFL’s cycle hire scheme.

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Santander Cycles has unveiled a vibrant new advertising campaign, celebrating the tenth anniversary of Transport for London’s (TfL) cycle hire scheme and highlighting the benefits of cycling in the capital.

The new campaign, created by BJL features recreations of 10 different locations across London, from well-trodden spots like Spitalfields Market to hidden gems like St Dunstan’s, all built using papercraft to create a colourful representation of the much-loved city.


After months of lockdown, Londoners have been keen to get out and rediscover the city once more. And as more people turn to cycling as a way to stay healthy and protect their local environment, the campaign couldn’t be more timely.

The campaign is running from August across digital, social and out of home, with dynamic displays that use media triggers such as time of day and day of week to deliver contextualised messages.

Dan Sherwood, UK Marketing Director of Santander, said: “As people start to venture out and rediscover all that London has to offer, and as more and more people turn to cycling as their preferred means of transportation, it’s exciting to be able to launch this fun, positive campaign and remind everyone about the benefits of Santander Cycles. For the last 10 years the scheme has played a significant role in the way millions of people experience the city, with hire records consistently being broken along the way.”


BJL is a creative agency for the future. We innovate the way brands are built by combining our creative firepower with Dentus Aegis Network’s networked capability model and media heritage to create ideas that live in the customer’s world and drive fame & fortune for our clients. Our culturally-powerful creative ideas live across the marketing mix and beyond, fueled by world-class insight and effectiveness thinking.