St George calls on customers to 'unleash their Little Dragon'

8 May 2017

Creative Agency: Saatchi & Saatchi

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St George's 'Little Dragon' is the voice in your head that tells you to get a 'real backyard' with more room for 'boys to be boys'.

St George Bank has launched a new animated character, Little Dragon, in the latest iteration of its ‘Start Something’ campaign.

Created by Saatchi & Saatchi Australia, the campaign will roll out across social, radio, digital, in-branch and a new 60-second television commercial.

St George says Little Dragon was 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 bank said in press release that began with “St George asks customers to unlease their Little Dragon...”.

“The Little Dragon represents the fire in our belly that injects us with a boost of confidence to get out there and start something,” says Westpac Group chief marketing officer Martine Jager.

“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.”

Saatchi & Saatchi Australia chief creative officer Martine Jager says Little Dragon was created from a “desire to personalise the brand in a unique way, both visually and tonally”.

“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,” he said.

A 30-second TV ad has also been released, focusing more specifically on the bank’s ‘Family Pledge’ home loan product.

Campaign credits

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: Good Oil
Animation: Altvfx
PR: Map and Page

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