NatWest Business has launched a new creative campaign in partnership with VaynerMedia EMEA.

Titled “Challenge the Challenger,” the campaign features entrepreneur and influencer Daniel Ashville as he interviews three former Team GB athletes about their business ventures while also taking on the sports they once excelled in.

VaynerMedia EMEA, one of NatWest Business’s creative agencies, has successfully partnered with the banking giant on previous campaigns, including the launch and subsequent seasons of NatWest’s Business Show, hosted by Angellica Bell.

Inspired by popular shows like Hot Ones and Taskmaster, this campaign delivers a content series that draws parallels between business owners and athletes through a unique and engaging format that goes beyond the traditional interview.

The show is designed to illuminate challenges faced by new business owners, highlighting insights from individuals who have transitioned between careers.

NatWest Head of Content Marketing & Distribution, James Wallis, said: “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.”

VaynerMedia EMEA, Managing Director, Daisy Domenghini, added: “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.”

The “Challenge the Challenger” campaign is currently live on TikTok, Instagram, LinkedIn, Facebook, and YouTube, featuring swimmer Alice Dearing, gymnast Beth Tweddle and cyclist Rob Hayles.