Electriclime gif
I Like Music
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Tech Company Square Turns the World Upside Down in Campaign from 72andSunny

Creative 470 Add to collection

Tech company shows how it manages running all sides of business in work for the French market

Tech Company Square Turns the World Upside Down in Campaign from 72andSunny

The tech company Square in partnership with 72andSunnyAmsterdam have created a campaign to drive awareness of the Square brand and the strength of its ecosystem of connected business tools in France.

At the heart of the new campaign, which was conceived to demonstrate how different elements of the Square ecosystem seamlessly connect together, are two 30-second films which feature a striking film technique to playfully represent how Square can help ties together of all sides of your business. 

One film features a retail business, the other an interior design business. In both, the workspace of each business owner was recreated in a giant, rotating cube with every prop and piece of set dressing designed to be able to turn 360 degrees. 

The store owner and designer were filmed trying to work in their room as the giant cube was turned. Using a specially-built rotating gimbal, filming took place at Bulgaria’s Nuboyana Studios, Sofia over ten days. 

The films were directed by New York-based director Matvey Fiks, whose music videos and commercials projects include work for brands including Gucci, Versace, Genesis, Zara, Under Armour and Instagram. Music was specially composed by Guillaume Ferran, whose credits include TV series ‘Chronicles of the Sun’. 

The creative idea is that Square’s ecosystem takes care of all sides of its customers’ business – a promise conveyed by use of the common French expression ‘c’est carre’. 

The French word ‘carre’ means ‘square’ in English, the phrase is widely used to describe when something is all going  well—where everything is under control—when all sides are taken care of, ‘c’est carre’.

A series of six-second product films to highlight Square’s ecosystem of connected business tools was also produced. 

Executions span digital, print, social, DOOH and OOH. They also include a special placement at Paris metro station St Lazare which is comprised of a big wall execution, a panoramic OOH, and three digital animated screens.

72andSunnyAmsterdam is partnering with Square as it rolls out across Europe, creating campaigns across multiple markets.

72andSunny creative director Kyla Elliott said, “The creative task was really to highlight how a smart, complicated and incredibly useful set of products have all been made to work together, in a way that really captured people’s imaginations. We landed on the line first, which itself led us elegantly to the creative execution. Square’s team is collaborative, creative and always up for a challenge and we were very lucky to have Birth as production partners, who took on both the creative and technical aspects of the project with characteristic enthusiasm.”

Stephen Smythe, head of EU marketing at Square said, “Square has been in France less than a year and we wanted to raise awareness of our complete ecosystem of products, that help business owners across the country to manage all sides of their business. We are delighted with the new campaign which we hope will win the hearts and minds of entrepreneurs in France, showcasing our support for them with innovative and playful creative, and reassuring them, that with Square, ‘c’est carre’.”

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Executive Creative Director: Mikey Farr

Creative Director: Kyla Elliott

Sr Designer: Masaya Kochi

Designer: Rossj Platt

Sr Writer: Gilles Suprin

Executive Strategy Director: Ben Armistead

Strategy Director: Rosalie Tan

Comms Strategist: Kelsey Bozanich

Group Brand Director: Chelsea Lamond

Brand Manager: Luca Andreose

Brand Coordinator: Liza Alexhauser

Executive Film Producer: Eline Bakker

Film Producer: Janene Fitzgerald, Luke Judlin

Junior Film Producer: Marie Henaff

Print Producer: Annelise McKendry

Junior Print Producer: Harmony Boda

Business Affairs: Jo Woodford


Client: Square

Global Head of Marketing & Communications: Lauren Weinberg

Head of International Marketing: Mike Zeman

Head of Marketing EU: Stephen Smythe

EU Brand Planning: Marshall Kingston

Senior Creative: Steven Lin

Senior Creative: Said Fayad

Integrated Project Manager: Brian Gagliardi

Integrated Project Manager: Philip Tavares


Production company: Birth Productions

Director: Matvey Fiks

Director of Photography: Menno Mans

Executive Producer: Hugo Legrand Nathan

Line Producer: Jon Mealing

Producer: Iman Delimi

Production coordinator: Jessica Leopold

Service Company: B2Y Productions

Post Production

Post-production house: Face North VFX

VFX Lead: Angus Wilson

Flame assistant: Inti Martinez


GRADE: Company 3

Colourist: Simon Bourne

Post Producer: Chris Anthony


Editing: The Quarry

Editor: James Rose

Edit assistant : Christina Hill

Edit Producer: Ruth Minkley

Audio Post Production

Audio post-production: Wave Sound

Sound Engineer: Alex Nicholls-Lee, Archie Presley

Sound Producer: Michael Hoogdorp


Music: Grand Musique Management

Composer: Guillaume Ferran

Genres: People

72andSunny Amsterdam, Wed, 08 Jun 2022 13:58:24 GMT