St.George launched an integrated campaign based around the Power of Thumbs in August 2015 to drive mobile everyday banking. The award-winning campaign (encompassing TV, print, and digital) has been so successful that it has since expanded to include a whole family of thumb-characters. Each character is linked to an individual message, such as Fiona the Thumb's ability to freeze a lost credit card, or Jet the Thumb's offer to get you 6 months of free Spotify.
I was responsible for creating digital work including Spotify placements, rich HTML5 banners, social media posts, a microsite, and full page takeovers.
Agency: Saatchi & Saatchi
Art director: Pierre-Antoine Gilles
Copywriter: Guy Hobbes