Challenge the Challenger with NatWest and Team GB
To shift perceptions around B2B content and celebrate the spirit of entrepreneurship, we created ‘Challenge the Challenger’, a social-first content series for NatWest Business.
Hosted by entrepreneur and influencer Daniel Ashville, the series paired him with three ex-Team GB athletes - swimmer Alice Dearing, gymnast Beth Tweddle, and cyclist Rob Hayles - for high-energy interviews with a twist: he had to take on each of their sports while learning about their transition from elite athletics into the world of business.
Drawing inspiration from shows like Hot Ones and Taskmaster, the format blended challenge, humour, and storytelling to explore the shared mindsets of athletes and entrepreneurs - resilience, risk-taking, and reinvention. The result? A content series that feels fresh, emotional, and far from your typical corporate interview.
We developed:
A multi-episode video series for TikTok, Instagram, LinkedIn, Facebook, and YouTube.
A suite of cutdowns and teasers tailored to each platform.
Creative that positioned NatWest as a champion of entrepreneurs.
More than just marketing, Challenge the Challenger offered real business advice, human stories, and genuine entertainment - helping NatWest redefine how B2B brands show up in a social-first world.