Challenge:
To kick off the Olympic year, NatWest partnered with Team GB to build a winning brand platform which would span the entire business from internal comms to staff initiatives, drive engagement and aligning with consumer franchise goals across business, investing and saving.

Insight:
Now, more than ever, the British public are feeling downbeat. Our goals are further away than ever before and we lack confidence in dealing with our finances. It has never been easier to give up or just never get started in the first place. The message; no matter how small the action, keeping your money moving is always the best option and NatWest can help ‘make it happen’.

Solution:
A campaign championing elite athletes at their peak and the ethos of Team GB, inspiring the nation and showing that standing still isn’t an option when it comes to achieving your goals.

An overarching concept of ‘momentum effect’ was born, drawing parallels with athletic dynamism and financial dynamism. The campaign featured dynamic photography and film of the athletes in full flight, with bold messaging aligning their momentous effort with the role of the bank across areas such as business, savings and overall goals. The campaign saw an extensive suite of striking hero OOH, DOOH, social and a bank photography that could be utilised throughout the year across all channels.