[ TV / cinema / OOH / web ]
For Square's first tv spot we wanted to make sure they immediately stood apart from all the typical big-business-promising-to-help-small-business stuff (you know the ones: elegant but sterile design, a suspicious amount of time spent on their intentions). Square isn't a promise or an offer or a gesture—it's an actual thing, built specifically to help actual people. So we made something real and human, honest and aspirational. The :30/:60 spots tested well and, along with out of home and cinema, led to a huge activation spike in pilot markets.