Square has launched its first brand campaign in Australia, ‘See You in the Neighbourhood’.
‘See You in the Neighbourhood’ was produced entirely in Australia with an Australian talent, crew, locations and sellers.
It was created by Square’s internal creative team, led by executive creative director Sean Conroy, with media buying by AlchemyOne, production by Entropico and Mirae Creative, and photography by Declan Blackwell.
The spot is rooted in the belief that when local businesses thrive, so do the communities around them. The integrated payments and point of sale brand celebrated the Square sellers who have become neighbourhood fixtures in the campaign.
Running across TV, radio, digital, social and out-of-home in Sydney, Melbourne and Brisbane, the campaign features Naomi Watts, Daniel Ricciardo and Mick Fanning, each spotlighting the local businesses they love in their home cities. Together, they represent Square’s commitment to helping sellers grow, while staying connected in the communities they serve.
“Square serves an extraordinary breadth of sellers – and what unites every one of them is their role as a neighbourhood connector. Their restaurants, cafés, bakeries and bars are where people gather, connect and feel at home. By helping those businesses thrive, we help their neighbourhoods thrive,” said Square Australia marketing lead Stacey Lowther.
The campaign goes into the neighbourhoods where its sellers live and work, featuring businesses that are cultural touchstones and local legends. The it has rolled out across three tiers from July through August.
At launch, hero placements across TVC, OOH, social and digital features Naomi Watts alongside Bakery on Glenayr in Sydney; Daniel Ricciardo and Leonard’s House of Love in Melbourne; and Mick Fanning visiting Pasture & Co on the Gold Coast. Each was chosen for their connection to their city and its neighbourhood life.
Through August, the campaign will spotlight local neighbourhood favourites 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 will receive dedicated OOH placements, radio, social content and professional photography, co-posted with full paid amplification entirely funded by Square.
The campaign’s final tier extends to more than 120 additional sellers, with hyper-local OOH placements celebrating Square businesses within their own specific neighbourhoods.
Square’s Neighbourhood Nation research (2025) and Local Economy Report (2026) reveal that 54 per cent of Australians feel more connected to their neighbourhood than five years ago, while 73 per cent of monthly dining spend goes to local venues. Square’s transaction data shows repeat customer loyalty is measurably higher in suburban venues than in the CBD and rising.
“This campaign signals externally what Square has been quietly building towards for over a decade – giving every seller, regardless of their size, the tools they need to grow, thrive, and become a neighbourhood favourite,” said Lowther.
‘See You in the Neighbourhood’ is live from 6 July across TVC, radio, OOH, digital and social.
