St.George Launches New ‘Little Dragon’ Brand Campaign

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TV spot developed by Saatchi & Saatchi Sydney and directed by Paul Middleditch through Plaza
St.George Launches New ‘Little Dragon’ Brand CampaignSaatchi & 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.”
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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

Genres: Visual VFX, Action, Storytelling

Categories: Banking, Finance

Saatchi & Saatchi Sydney, 4 months ago