Client: Transport for London
Santander Cycles harnessed live, hyper-local TfL data to put bike availability front-of-mind for Londoners deciding how to travel, in the moment. Dynamic six-sheet screens at docking stations updated every minute, showing bikes available, walking distance, and station location, displayed in hand-sketched, humanised typography. By combining technology with creativity, the campaign turned OOH into an actionable utility, reducing uncertainty and making cycling instantly accessible for commuters and leisure riders alike. The tech-driven approach drove measurable results, proving that real-time, data-powered OOH can guide behaviour, boost visibility, and make transport smarter, faster, and more convenient.
