NatWest Highlights Parallels Between Athletes and Business Owners

NatWest Business has launched its latest creative campaign in partnership with VaynerMedia EMEA. 'Challenge the Challenger’ sees entrepreneur and influencer, Daniel Ashville, ask three ex-Team GB athletes about their business ventures while being challenged by taking on the sports they excel in.

VaynerMedia EMEA serves as one of NatWest Business’ creative agencies and have successfully collaborated on campaigns in the past, including the launch of NatWest’s Business Show and subsequent seasons, which is hosted by Angellica Bell.

Drawing inspiration from hugely popular shows, such as Hot Ones and Taskmaster, this campaign resulted in a content series that highlights the parallels between business owners and athletes through a unique and engaging format that goes beyond the traditional interview. The format of the show is set up to shed light on issues that new business owners might face, from people who have transitioned from one career into another.

Commenting on the idea behind the recent campaign, Daisy Domenghini, managing director of VaynerMedia EMEA, said, “The world of B2B advertising is too often littered with stale case studies that lack emotion and authenticity, forgetting the beauty of storytelling and the ability to connect with business leaders and decision makers on a human level. Having worked with NatWest for many years now, and with so many rich stories to tell, their Team GB partnership really allowed us to push the boundaries of traditional B2B advertising whilst providing some joyous entertainment. It's brilliant to work with such a boundary pushing client who really understands how to drive attention in a social first world."

James Wallis, head of content marketing and distribution, NatWest added, “We are on a mission to redefine the way that B2B messages are delivered and this new series does that brilliantly. Real life business tips are at the heart of the campaign, delivered by people who know a thing or two about dedication, perseverance and passion. We hope it inspires entrepreneurs to take that next step in their journey.”

The ‘Challenge the Challenger’ campaign is now live across TikTok, Instagram, LinkedIn, Facebook and YouTube and features swimmer Alice Dearing, gymnast Beth Tweddle and cyclist Rob Hayles. NatWest is an official sponsor of Team GB.