Using a sports partnership to create meaningful action

Challenge
The support of the nation fuels Team GB so that they can go on and win gold in the Olympics, but our insights showed that as a country, we don’t feel like a nation of champions right now. We needed to inspire the nation to get behind Team GB ahead of the 2024 Paris Olympic Games, and in doing so nod to NatWest’s ‘Tomorrow Begins Today’ brand positioning by encouraging the country to take positive actions towards their goal.

Idea
We created the the ultimate Team Talk to the nation. The script was co-created with some of Team GB’s most celebrated athletes to deliver a powerful message encouraging the nation to take the first step towards their own goals by sharing their secrets for success. Featuring six-time Olympic Champion Sir Chris Hoy, Britain’s most successful gymnast Max Whitlock OBE and the first British woman to win a weightlifting medal Emily Campbell, the motivational message encourages the country to get off the starting block and action their goals, TODAY.

Watch the hero content here