Moving the Nation

Agency: Initiative
Client: NatWest

66% of Britons lack trust in banks to serve society’s interests. However, with the Olympics approaching, we saw an opportunity to tap into the surge of patriotic sentiment to change perceptions of NatWest. With over 30 competitors and sponsors vying for share of voice, we needed something truly special to stand out. When NatWest became an official partner of Team GB, we developed a campaign that transformed this partnership into much more than just a logo on a shirt. Through meticulous media planning, innovative social strategies, and a deep, multi-layered partnership, we exceeded all KPIs and achieved unprecedented levels of growth in trust.