Campaign out of Saatchi & Saatchi's Sydney office.
St.George Bank is introducing a new character, Little Dragon, as part of its latest 'Start Something' campaign via Saatchi & Saatchi, Sydney.
Following an integrated launch across social, radio, digital and in-branch, a new 60" Television Commercial (TVC) debuted over the weekend.
Little Dragon has been created to represent the little voice in your head, taking on the role of a life coach and appearing at moments of indecision, to inspire and motivate you. He's cheeky, courageous and fun - he's your Little Dragon.
The new TVC features Little Dragon as an animated character. It starts by capturing an everyday moment of a mother, who appears defeated as she turns to face a toy-littered apartment having just put her twin boys to bed. A Little Dragon appears amidst the mess encouraging her to take life by the horns and start looking for a bigger home.
Martine Jager, chief marketing officer, Westpac Group, said Little Dragon builds on the success of St.George's 'Start Something' campaign, which has defined the brand since first launching in 2013.
Says Jager: "The Little Dragon represents the fire in our belly that injects us with a boost of confidence to get out there and start something. Our customers are increasingly feeling that today's pace of life can hold them back from making life decisions, and so Little Dragon is there to help nudge them forward and start the things they might be putting off.
"Helping our customers start something is what we do each and every day - whether it's starting renovations, starting a business, starting the next chapter, we're here to help and St.George is the bank to help you do it."
Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia, said Little Dragon was created from a desire to personalise the brand in a unique way, both visually and tonally as quintessentially St.George.
Says Spirkovski: "Start Something is a great platform to work from, and there's nothing more St.George than the dragon. So the idea of leveraging such an iconic brand asset and creating a bespoke personalised and inspirational little dragon was a natural creative expression."
Client: St.George Bank Creative: Saatchi & Saatchi Chief Creative Officer: Mike Spirkovski Associate Creative Director: Dan O'Connell Associate Creative Director: Sam Chappell Copywriter: Jack Wall Art director: Phil Harkness Chief Strategy Officer: Kate Smither Senior Strategist: Joseph Smeaton Managing Partner: Toby Aldred Senior Business Director: Suzanne Leddin TV Producer: Esme Fisher Integrated Producer: Laura Blight Director: Fiona McGee Production: Goodoil Animation: Alt.vfx PR: Map and Page