Opening a flower shop, running a bar or dedicating yourself to recycling materials are some of the entrepreneurial endings that Banco Sabadell imagines for Saint George and the princess in its new campaign, on the occasion of Saint George, which is presented as a sequel to the one launched a year ago. “What do we do with the dragon?” It was decisive last year in the face of the hostile takeover bid presented by BBVA to take over the bank.
Once again together with the Oriol Villar agency, the financial entity launches “What will we do without the dragon?” to accompany one of the most emblematic events in Catalan culture and, at the same time, project an optimistic future for the company after an attempted takeover process that, after more than a year of negotiations, finally failed in October 2025.
The brand joins this April 23 by questioning the end of the legend and imagining possible futures for its protagonists now that they are no longer
They have to deal with the dragon threat. These are new business beginnings with which Banco Sabadell conveys in an allegorical and emotional way its support and accompaniment to entrepreneurs, self-employed workers and companies, as well as individuals.
Sant Jordi and the entrepreneurial princess have been illustrated by the visual artist Martín Tognola and, in line with the predecessor campaign, it plays with verse and the literary universe to highlight their ability to promote projects and accompany those who want to launch them. In this way, Banco Sabadell reinforces its connection with culture and, taking advantage of the recreational and festive context. It is postulated as an optimistic and constructive brand.
The campaign, produced by The Mushroom, is deployed in different formats and media. It will have activations on television, press, digital platforms, social networks, outdoor advertising and in the bank’s branches. In addition, it will also distribute tote bags and bookmarks in selected bookstores in Barcelona.
With “What will we do without the dragon?” Banco Sabadell expands a storytelling that sought to ensure that BBVA’s offer was not addressed only from the offices and managed to create a social and emotional conversation, appealing to the involvement of both shareholders and other interested parties, conveying the company’s position of rejection of the proposed operation.
The strategy was developed throughout 2025 through several campaigns in which the company adopted a “David versus Goliath” approach through which it presented itself as a close and identifiable brand, with a local character and humanist philosophy, compared to a BBVA that was portrayed as a large multinational focused on its economic growth. The bank’s messages were based on pointing out the risks of the takeover bid, teaching about the business movement and highlighting the value of the bank as an independent entity.
The strategy has recently been recognized in the National Creativity Awards with a total of 10 metals, including the Grand Prize and four Golds in the Ideas, Strategy, Craft and Media sections. The awards collected have placed Banco Sabadell among the group of advertising companies that currently lead Spanish creativity.
And specifically “What do we do with the dragon?”, the first part of the campaign now presented, was recognized with 4 metals, highlighting a Gold in Craft for its Illustration. With those pieces, the work of artist Luis Coelho, the bank proposed a twist on the traditional story of the legend of Sant Jordi, opening the story to multiple outcomes and inviting the public to imagine alternatives in which the dragon is not defeated, but rather re-educated, transferring the brand’s message towards decision-making capacity.
On the other hand, the campaigns for Banco Sabadell have contributed to the achievements of the Oriol Villar agency, which achieved a total of 20 awards in the contest, becoming the most recognized advertising company at the festival.
