Square: Square and Fair

Client: Square
Date: Apr 2018
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Square, the payments company founded by Jack Dorsey, will launch a new integrated advertising campaign this week to celebrate the UK’s small business owners and encourage them to accept card payments. The ‘Square and Fair’ campaign has been created by Gyro London and celebrates the UK as a nation of shopkeepers and independent business owners.

Set to the 1942 wartime song 'The Thing-Ummy Bob', performed by Gracie Fields, the ad features a selection of real businesses of all ages and backgrounds who use Square’s technology.

The campaign will appear across TV, print, online and social media platforms, with targeted press and performance digital media to target business owners. It is the first national advertising campaign that Square has created specifically for the UK, and has been designed to reflect the unique spirit and character of the UK’s small business community.


Chief Creative Officer - David Harris

Creative Directors - Matt Allen and Luke Ashton

Art Director - Matt Allen

Copywriter - Luke Ashton

Production company - Floating Pictures

Senior Producer - Kate Miller

Producer - Helen Morley

Director - Rob Sanders

Director of Photography - Martyna Knitter

Photographer - Tom Hull

Integrated Account Lead - Rob Walker

Strategy Director - Giselle Okin

Group Account Director - Angela Gotsi

Project Manager - Sofi Andersson

Editing House - TRIM

Editor - Leila Sarraf

VFX company - CherryCherry

Sound Designer - Jonathan Miller

Retouching - ColourWorks

Planning Director - Ian Bell

Brand Media Account Director - Stefania Arioli

Performace Media Account Director - Craig Dempsey