The 2024 Paris Olympics has brought with it a shift towards more human-centric storytelling, driven by social media. Whether it's athletes obsessing about how addictive the chocolate muffins are in the Olympic Village, or the emotion of parents watching their children live out their Olympic dreams, the 2024 Olympics has ushered in a new era of authentic storytelling.

Yet many brands remain wedded to two-dimensional glossy storytelling. A creative approach which is at odds with this shift to authenticity. In this ecosystem, NatWest Business’ latest campaign from VaynerMedia is a masterclass in understanding and utilising authentic storytelling for a B2B audience.

NatWest Business has capitalised on the summer of sports, with agency VaynerMedia EMEA, creating the 'Challenge the Challenger’ series. The social-first campaign features entrepreneur and influencer, Daniel Ashville, asking 3 ex-Team GB athletes about their business ventures while being challenged by taking on the sports they excel in.

Drawing inspiration from hugely popular shows such as Hot Ones and Taskmaster, the campaign is rooted in a content series that highlights the parallels between business owners and athletes. 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.

Daisy Domenghini, Managing Director of VaynerMedia EMEA, explained: "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.”

She continued: “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 & 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 Tweadle and cyclist Rob Hayles. NatWest is an official sponsor of Team GB.