Technology business Square unveils new ‘Service Still Matters’ brand platform via Sunday Gravy

Sunday Gravy, in collaboration with technology businesses Square, has launched an insightful new brand platform – Service Still Matters – that’s designed to be a timely reminder of the invaluable role that human connection plays in customer interactions.

As AI, robotic waiters, and QR codes become more prevalent in the service industry, this campaign is instead choosing to show how Square’s tech takes a back seat to what’s most important to restaurant owners: service. At its heart are a series of films, directed by Good Oil’s Novemba, offering genuine glimpses into everyday hospo moments that often go unnoticed but leave lasting impressions.

Sam Whatley, Senior Creative at Sunday Gravy, says: “We all love to feel special. That’s why great service keeps customers coming back. With this new platform, we’re shining a light on the underappreciated acts of service workers – in a way that hopefully feels relatable and real to anyone who’s had to sing happy birthday to a stranger”.

Kae Yen Wong, Creative Director at Square adds: “At Square, we have always been about empowering businesses to do what they do best. This campaign is a reminder that while technology can enhance efficiency, it’s the people—their warmth, creativity, and dedication—that truly elevate the customer experience.”

Alchemy One, Square’s Australian media agency, is launching the campaign, targeting business owners and their customers through strategic media placements. Delivering significant presence on above-the-line channels, including TV, Cinema and OOH, and supported by Digital, Social, and Audio, the campaign will focus on Sydney, Melbourne, and Brisbane, with contextual placements spotlighting key moments and locations vital to supporting the lifeblood of Australia’s local economy.

View more of Novemba’s work on their Bestads Profile.

Square:
Stacey Lowther: Head of Integrated Marketing
Jessica Parker: Integrated Marketing Manager
Sean Conroy: Group Creative Director
Kae Yen Wong: Creative Director
Fin Wang: Art Director
Edgar Acosta: Copywriter
Justine Yee: Operations Lead

Production Company: Good Oil
Production Company Producer: Claire Richards
Executive Producer: Simon Thomas / Juliet Bishop
Director: Novemba
DOP: Max Walter
Post Production: ARC
Post Producer: Winnie O’Neil
Offline Editor: Lucas Bayne
Online Editor: Richard Lambert
Grade: Matt Fezz
Soundmix: Rumble
Casting: Citizen Jane

Sunday Gravy:
Senior Creative – Max Kennedy
Senior Creative – Sam Whatley
CCO / Co-Founder – Ant White
Senior Art Director – Alex Crampton
Senior Designer – Ben Wright
Head of Creative Production – Karolina Bozajkovska
Group Account Director: Emily Pietrocola
Account Director: Lea Degove
Strategy Partner: Lani Cush

Alchemy One:
Managing Partner: Huong Nguyen
Business Director: Cara Sayer-Bourne
Group Strategy Director: Paul Scarf