St.George launches new ‘Little Dragon’ brand campaign via Saatchi & Saatchi, Sydney
Saatchi & Saatchi has launched a new brand campaign for St.George. The campaign once again features the ‘Little Dragon’ character – this time brought to life as the alter-ego of a St.George employee – highlighting the friendly difference people experience when they bank with St.George.
The campaign launches with a 45” TV spot plus specific social and pre-roll content, digital, out of home and in-branch.
The film focuses on a high-speed chase with Melissa and her Little Dragon overcoming a series of obstacles in their bid to help her customer. It aims to convey the spirit of customer service that St.George is renowned for.
Says Kate Kissane, head of marketing, St.George: “Every time we conduct customer research one thing comes back loud and clear – what sets us apart at St.George is our people. And, at St.George we believe that banking is a people business so we really wanted to bring this to life in this campaign.”
Says Mike Spirkovski, CCO, Saatchi & Saatchi: “We’re really proud of the success the “Little Dragon” campaign has had for the St.George brand. It’s been exciting to work with director Paul Middleditch to evolve the ‘alter-ego’ that celebrates the friendly point of difference sitting at the heart of the brand.”
Client: St.George Bank
Head of Group Brands, Advertising & Media Westpac Group: Jenny Melhuish
Head of Brand & Advertising at St George Bank: Kate Kissane
Senior Manager, Advertising at St George Bank: Shea Whittington
Marketing Manager – Brand at St.George Bank: Patricia Wade
Senior Manager – Media at St.George Bank: Mitch Holt
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Strategy Partner: Iona Macgregor
Managing Partner: Toby Aldred
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Greer Macpherson
Group Account Director: Suzanne Leddin
Senior Account Manager: Caitlin O’Connor
Production Company: PLAZA
Director: Paul Middleditch
Producer: Peter Masterton
Editor: Stuart Morley
Sound: Rumble Studios
Post Production: Alt VFX
Photography Production Company: Prodigious
Photographer: Thommy Thoms
Producer: Ash Weaver
Media: Media Lab
Media Director: Jess Adler
26 Comments
Looks great. Nice spot.
Big and fun. Great seeing brands still investing in this space.
Funny, like. Classic Ditch.
Does it have enough green in it?
Funny spot.
ANZ did this spot through M&C about 7 years ago also directed by Paul Middleditch.Guess what comes around goes around.
Er, different idea altogether.
Next time get yo suits to push back a little harder on all that green… so OTT. Understand the banks will always want a few ‘touches’ of red/blue/yellow/green. But that is just cringe.
Well cut, Stu.
But didn’t they just release another TVC last week? Give us some breathing room.
Chasing the dragon?
So so overcooked.
Well done all involved. Great to see banks doing this kind of thing.
If the dragon is the alter ego of an employee, how come it’s always the same dragon, with the same voice, in every ad?
Definitely too much green! not subtle at all. But still like the spot, well directed, nice production values…..
Is ‘St’ an abbreviation of Shit?
More cuts than a prison shanking
Great job guys powerful stuff.
So so bad.
Pretty pictures with no substance. So ‘Overcooked’ and ‘Hammy’
It’s a trodden idea that employees of a big company will do extreme things to suit small needs of their valued customers. It’s shot well and edited well. You can see where the agency has been pressured to add in more green as if it’s supposed to build their customer base. The creatives on this job are talented. This piece of work is not worthy of a press release.
Brilliant. What sets St George apart is our people. I have an idea, lets close another branch. Twat!
Keep seeing this O/A. It’s so cheeeeeezy and cringe worthy.
Nice spot and well directed.
Sooooooo cringey.
Why is everything green, green, green? I get green is the banks colours, but everything in this spot is green and its such a turn off. Stupid.