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Sync Watch November 10, 2020

Sync Watch: St George uses ‘I’ll Be Back For Christmas’ to evoke holiday emotions

Senior Journalist, B2B
Sync Watch: St George uses ‘I’ll Be Back For Christmas’ to evoke holiday emotions

Westpac’s subsidiary bank St George is one of the latest brands to release its Christmas campaign.

The campaign is backed by ‘I’ll Be Back For Christmas’ to help it evoke the “importance of connection and generosity of spirt” that the brand believes is needed during the holiday period.

The track is by British singer-songwriters Will Cookson and Amy May Ellis and licensed exclusively through Audio Network. The sound design and mix was by Rumble Studios.

The campaign was created by Sydney creative agency Saatchi & Saatchi.

It follows the story of 10-year-old ‘Danny’ attempting to bridge the gap of physical distance from his dad by making a meaningful Christmas gift – with the help of St George’s brand icon, the Little Dragon.

The bank’s head of brand and advertising, Kate Kissane, said in speaking to St George’s customers, “we found that it really is the thought that counts when it comes to Christmas giving”.

“While the festive season may be different this year for many, the things that make it really wonderful – family, generosity and connection – are more evident than ever,” she added.

“Christmas has always been a particularly special part of the St.George calendar. It’s the time of year where we celebrate connecting with our customers and community, and our annual campaign is a big part of that.”

Mike Spirkovski, chief creative officer of Saatchi & Saatchi said: “We really enjoyed showing our Little Dragon’s tender side in this latest Christmas spot for St.George. ‘It’s not what you spend, it’s what you give’ is an important message for families this year given the challenges of 2020 and we hope it inspires a more meaningful holiday season.”

Campaign Credits:

Client: St.George Bank
Head of Group Brands, Advertising & Media Westpac Group: Jenny Melhuish
Chapter Lead, St.George Brand & Advertising: Kate Kissane
Brand & Advertising Experience: Anthony Saunig
Service Owner, Brand & Advertising: Shea Whittington
Brand & Advertising Experience: Patricia Wade
Media Experience Lead: Mitch Holt

Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Strategy Partner: Matthew Morgan
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Simon Davis
Group Account Director: Suzanne Leddin
Senior Account Manager: Caitlin O’Connor

Media Agency: MediaLab
Senior Media Planning Director: Katie-Lynn Guerreo

Production Company: Prodigious
Director: Armand de Saint-Salvy
Producer: Abby Hunt

Post Production: Alt VFX
Sound Design and Mix: Rumble Studios
Photographer: Jeremy Shaw via Prodigious


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