Square

Helping a technology brand earn trust with the people it’s built for.

This campaign set out to celebrate the UK’s small business owners, not as an abstract market, but as a living part of national identity. Square and Fair positioned the brand alongside real shopkeepers and independent businesses, using a distinctly British cultural reference point to signal fairness, familiarity, and trust. By pairing Square’s technology with authentic stories and a wartime song associated with resilience and community, the work reframed card payments not as disruption, but as something quietly on the side of those keeping the country running.