Square and Sunday Gravy have launched the next instalment of the Service Still Matters campaign.
The new film opens to a waiter helping bring in outdoor diners inside from the rain, demonstrating action and intent.
The moment highlights that in a changing industry, people remain at the core—those who take action, offer help, and provide service.
Service Still Matters campaign is a continuation of the work with directing team Novemba. The style and approach give the work a clear identity and support a brand message that relies on actions, not volume.
Earlier this year, Sunday Gravy launched the Service Still Matters brand platform with technology businesses Square.
Alchemy One, Square’s Australian media agency, launched the campaign to target business owners and their customers through strategic media placements.
At the time Sam Whatley, senior creative at Sunday Gravy, said: “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, added: “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.”
CREDITS:
Square Credits:
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 Credits:
Production Company: Good Oil
Production Company Producer: Claire Richards
Executive Producer: Simon Thomas / Juliet Bishop
Director: Novemba
DOP: Max Walter
Post Production: Arc Edit
Post Producer: Winnie O’Neil
Offline Editor: Lucas Bayne
Online Editor: Richard Lambert
Grade: Matt Fezz
Soundmix: Rumble
Casting: Citizen Jane
Creative Agency: Sunday Gravy
Alchemy One Credits:
Managing Partner: Huong Nguyen
Business Director: Cara Sayer-Bourne
Group Strategy Director: Paul Scarf
See also: Square shows why Service Still Matters via Sunday Gravy