CHALLENGE
Rooted in the belief that when local businesses thrive, so do the communities around them, Square wanted to celebrate sellers who have become neighbourhood fixtures: the cafés, restaurants, bakeries, bars and shops that are the gathering places of Australian local life – where people connect, find culture, and feel at home.
Square's internal creative team began developing its inaugural brand campaign to help sellers feel seen, supported and celebrated. Whether running a single shopfront or building across cities, they're creating something that matters to the people around them - and Square is here to help them do it. This became the new ‘See You in the Neighbourhood’ brand platform.
Entropico was then brought on board to bring the campaign to life across films, socials and billboards.
OUR APPROACH
Working alongside Square’s ECD, Sean Conroy, Entropico director Kaius Potter developed a series of three master spots that celebrated the neighbourhood favourites of three very well known locals from Melbourne, Gold Coast and Sydney: Naomi Watts, Daniel Ricciardo and Mick Fanning. All three of them are instantly recognisable globally but still very much connected to their local Aussie neighbourhoods. With each spotlighting the local businesses they love in their home cities – alongside more than 100 Square sellers across all three cities.
With mixed media post-production and intimate documentary techniques, the series feels authentic, vibrant and personal. The campaign goes directly into the neighbourhoods where its sellers live and work, featuring businesses that are cultural touchstones and local legends alike.
RESULTS
At launch, hero placements across TVC, OOH, social and digital nationwide and through August, the campaign celebrated local neighbourhood favourites across Sydney, Melbourne and Brisbane – including Firedoor, AP Bakery and Fishbowl in Sydney; France Soir, Baker Bleu and Tarts Anon in Melbourne; and The Green Edge, Nodo and Manly Boathouse in Brisbane. Each received dedicated OOH placements, radio, social content and professional photography, co-posted with full paid amplification entirely funded by Square. For an independent local business, that level of visibility simply couldn’t be achieved alone.
The campaign’s final tier extended to more than 120 additional sellers, with hyper-local OOH placements celebrating Square businesses within their own specific neighbourhoods across the eastern seaboard.
