The nostalgic Christmas campaign follows the story of 10-year-old Danny finding a way to bridge the gap of physical distance from his dad by making a meaningful Christmas gift this year. He does this with the help of his little dragon, which is a metaphor for his guardian angel. The Little dragon features in all St.George campaigns as is the bank's brand ambassador. The spot emphasises the importance of connection and generosity of spirit.
Philosophy
Everyone has an inner voice that encourages them to achieve. The Little Dragon represents this by supporting the boy in creating a gift for his father, that will have special meaning and significance given the distance between them, this Christmas.
Problem
Due to Covid, many families won't be able to travel to physically connect this Christmas. Spending might be tight for some families. The task was to make an ad that enamours the public to St.George, which is known as the "friendly bank", whilst respecting the challenges families face this Christmas.
Result
The message is a timely reminder of the important of connection and generosity of spirit. It's only just begun airing, and has been warmly received.