St George launches kid-fronted ‘Start something’ positioning from Saatchi & Saatchi

Then first work by Saatchi & Saatchi on behalf of St George Bank has been unveiled, along with a new “Start something” positioning.

The ad features young children dressed as dragons – in a nod to the legend of St George and the dragon – talking to the camera.

The bank is owned by Westpac.

George Frazis, CEO of St.George Banking Group said in the relaunch announcement: “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.”

Martine Jager, GM of strategy, marketing and customer experience, said: “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.”

The campaign will run in NSW, ACT, Queensland and Western Australia. The campaign includes TV, print, out of home and digital.


  • Client: St.George
  • 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: Mediacom

St George advertising is best known for Ogilvy’s long-running TVC featuring a banker at a barbie.


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