Santander Open Academy: Life After F1

Client: Santander

Santander Open Academy: Life After F1 with Jenson Button is the launch film for Santander Open Academy’s global campaign in partnership with Formula 1. Produced by WING, working with lead agency Sidhu & Simon, the film brings to life the core message behind the initiative: learning never stops.

Santander’s challenge was to develop a content-led strategy that communicated the purpose of Santander Open Academy - a free, online educational platform offering courses, content and scholarships for everyone - while leveraging the cultural reach of Formula 1 and the credibility of ambassador Jenson Button. The hero film reframes Jenson Button’s post-F1 life through a simple, relatable idea: even after the chequered flag, Jenson’s competitive spirit remains. From his home, he throws himself into Santander Open Academy courses covering technology, AI, business, engineering, and more - determined to “complete them all first.” It’s warm, self-aware - even champions keep learning.