An Aussie bank encourage people to unleash their little dragon and start something

Ads, Creativity

St.George Bank’s underwent a rebranding thati aims to inspire Australians to “start something” and “be more awesome”

George Frazis, CEO St.George Banking Group, said the public will see a refreshed and re-energised St.George brand, linking back to the roots of St.George which this year celebrates 75 years.

St.George was built on a foundation of helping people ‘start something’ – helping people to start saving for their first home or helping them start a business. This is the underlying concept of our brand refresh – we want to challenge and inspire people to get out there and start whatever it is they really want to do


St.George is passionate about helping customers and our local communities. We’re here to help people stop renting and start buying – if that’s what they want. Start bidding, start building, start owning, start a business – whatever it may be, we’re here to help Australians just get out there and go for it.

Martine Jager,

General Manager Strategy, Marketing & Customer Experience

The campaign is developed by bank’s newly appointed creative agency Saatchi & Saatchi, declined on TV, print, OOH, in branch, digital and in social media.

TV ad has as image a little  girl encouraging viewers to follow their inner dragon and start something they’ve always wanted to do.


  • Agency: Saatchi & Saatchi Sydney
  • Business Director: Josie Dadd
  • ECD: Damon Stapleton
  • Creatives: Dan O’Connell & Sam Chappel
  • Agency Producer: Kate Gooden
  • Production Company: The Feds
  • Director: Matt Palmer
  • Producer: Karen Watson/Lizzy Nash
  • Post Production: Fanatic Films
  • Music: Dead Mono
  • Sound Design: Saatchi & Saatchi
  • Editor: Dave Anlezark/Saatchi & Saatchi
  • Media Agency: MediaCom