SQUARE JAPAN Campaign and TV Commercial

We developed the tagline: “More time for your store, more space for growing your business”, to express the fact that Square creates more time for its users by simplifying daily operations, thereby creating more “space” to develop new opportunities. This concept of functional efficiency runs throughout the campaign, but we also focus on the emotional experience of forging new futures for businesses and business owners alike.

We created a TV commercial video communicating Square's services in a clear-cut manner, while simultaneously exploring how the introduction of Square expands the business possibilities for both the store and owner. Following the first commercial, which was aimed at a broad range of businesses and industries, we produced a second commercial: "More time for your restaurant, more space for growing your business," to speak directly to restaurant owners. We directed the video to capture the atmospheric contrast, before and after the introduction of Square. The film depicts the functional value of Square's ability to digitize store operations more efficiently, and the emotional value of the "space" it creates to further boost the business. By tying in a storyline that is rarely seen in commercials for competing brands, the video reinforces the emotional capability of Square and its tools. We hired Kentaro Osawa, who has extensive experience as a director and planner in video production for a variety of software and hardware products. Working hand-in-hand with Osawa from the planning stage, we aimed to create a story and visual tone that would resonate with a broad range of business owners in Japan. Music was provided by BLACK CAT WHITE CAT, a production company that offers works by musicians at the forefront of contemporary music. While maintaining Square's sophisticated global brand image and stylish worldview, we have created a TV commercial that will also appeal to the Japanese market.

While the TV commercials focused on brand awareness among a wide range of users, the SNS communication targeted those who were more likely to consider using the service. Shorter video content and animation content featuring each specific service were distributed to maximize brand and product exposure across social media.

In line with the tagline, the “spaces" that are created as a result of the service’s efficiency are also incorporated in the design of various productions. For business owners with dreams to pursue creating their own business without being overwhelmed by the daily tasks, "spaces" offers a blank canvas that can be used in any way, and expresses the business possibilities that could be created with the introduction of Square.