We knew it wouldn’t be long before Boris’s bikes – the affectionate term for the hoards of Barclays-backed hire cycles that hit London streets this summer – would spawn new branding ideas.
We’ve seen the addition of ‘F*** Barclays’ stickers to the original cluncky, but popular bikes. Now we are starting to see a reversed approach to the Barclays branding.
M Hotel creative director Tim Pyne snapped this customised bike propped in a rack in Hackney – and rode it around all afternoon. His verdict?
‘It represents the individual acting against his taxes being spent on a freedom-providing means of transport, and it being made into an advertising hoarding for a bank,’ says Pyne.
‘Banks are not being held responsible for the incredible mess their greed has landed us all in.
’I hope this is the beginning of a general movement. The British are not good enough at getting angry.’
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