Glow up.

Square Global Hardware

Awareness Campaign

No longer just the small white card reader, Square makes a powerful lineup of hardware for businesses of all sizes. In the US the brand has a large footprint, but outside of the States, it’s more of an upstart. We created an awareness campaign to introduce and showcase the hardware lineup to global markets.

Campaign concept


Square as an upgrade from other point of sale hardware. On a purely visual level, Square hardware is an upgrade to your counter. Our goal, however, was to communicate that, on every level, Square hardware is an upgrade to an entire business.

Video creative

Practical lights, camera, action.

We created energetic executions depicting light emanating from Square hardware before overflowing into larger stores and restaurants. While maintaining a heavy product focus, the creative and editing allows for a peek into the larger benefits of Square as a whole. We developed 8 spots in 7 locales that highlighted three of the main products larger sellers would use, Square Register, Square Terminal, and Square Stand.

Campaign ecosystem

The right tool for the job.

The concept of the campaign flexed in execution to meet the needs of the medium. From social placements to out of home to display ads, we tailored each part of the campaign to its audience. We shot loopable gifs and bursts for some social placements and paired back photography for out of home and performance assets.


Keeping it going.

The initial campaign beat expectations and performed well. Over the next year and a half, we extended the campaign and iterated on creative in several markets.

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