Международный Фестиваль креативности Белый Квадрат / White Square, признанный профессиональным сообществом по всему миру, объявил лонг-лист Фестиваля 2026. Всего в конкурсной программе Фестиваля White Square 2026 приняли участие 1115 работ из 40 стран Европы, СНГ, Северной и Латинской Америки, региона MENA, Азии, Китая и других. White Square традиционно собрал идеи, отражающие актуальные тренды, инновационные подходы и высокий уровень креативной эффективности мировой индустрии коммуникаций.
В жюри Фестиваля White Square 2026 вошли признанные представители мировой креативной индустрии из более 45-ти стран, обладатели наград ведущих фестивалей креативности и эффективности, авторитетные практики, формирующие индустриальные стандарты в разных регионах мира. Конкурсные работы Фестиваля White Square в этом году оценивали восемь международных составов жюри: Branding Jury, Marketing & Digital Jury, Creative Jury, Craft Jury, Media Jury, Mass Media Jury, Clients Jury и Grand Jury.
Члены жюри состава Creative оценивали конкурсные проекты в категории Creative, которая включает 79 номинаций в одиннадцати конкурсах: Film, Print, Radio & Audio, Outdoor, Integrated, Branded Content & Entertainment, Creative Use of Media, Film. Sectors, Print. Sectors, Outdoor. Sectors, Creative B2B.
В соответствии с Положением о работе жюри, оценка работ прошла онлайн в два этапа. На первом этапе члены жюри самостоятельно оценили конкурсные работы в личном кабинете на сайте Фестиваля с 15 по 24 мая. По итогам первого этапа судейства был сформирован лонг-лист Фестиваля. Работы, набравшие на 15% ниже среднего балла по конкурсу, не включаются в лонг-лист. Ко второму туру судейства – онлайн-заседанию жюри с обсуждением конкурсных проектов, присуждением шорт-листов и наград Фестиваля – были допущены работы, набравшие выше среднего балла по конкурсу.
Лонг-лист Фестиваля White Square 2026 в категории CREATIVE:
F. FILM
F1 TV / Screens
entry Their World
entry Zbor by BCR (Erste Bank)
entry Free your cravings
entry VTB Classics
entry Smyle toothpaste: Polluted Fairytales
entry Tomboys 10
entry Brusnika is to blame
entry Parents can
entry ELEVATOR
entry Invisibile
entry Motiv Telecom. Anti-fraud
entry Motiv Telecom. Walk to the sea
entry The Wings of Love
entry For Parts — Go to Drom
F2 Online
entry The Island of the Squeezed
entry Death of A Salesman
entry Stupid Ideas
entry Smyle toothpaste: Polluted Fairytales
entry IT’S DETTOL TIME
entry Corporate video "Yandex is all about technology"
entry Yandex Books — Just Me and Books
entry Labyrinth
entry Finlid. Happy Accountant's Day
entry The Exam
entry THE KAPRAO CRIMINALS
entry The Wings of Love
entry Unsticking Stereotypes
F4 Pre-rolls
entry Smyle toothpaste: Polluted Fairytales
entry For Parts — Go to Drom
P. PRINT
P1 Print
entry Unmirrored Speed: 'Red', 'Grey', 'Orange'
entry Smyle toothpaste: Polluted Fairytales
entry Sentenced to life. By hunger.
entry The Unseen Risk
entry Bread like razor
entry Letter to the Editor
P2 Publications
entry The first comic of Tanks Blitz
R. RADIO & AUDIO
R1 Radio & Streaming
entry Synesteaser
entry Free your cravings
entry Nature unplugged
entry Affirmation for creators
O. OUTDOOR
O1 Billboards
entry Ikat soundwave
entry Smyle toothpaste: Polluted Fairytales
entry For Winning Tomatoes, It Has To Be HEINZ.
entry Snowflick delivery
entry Do the copyright thing
O2 Posters
entry Smyle toothpaste: Polluted Fairytales
entry Oreo Missing History
entry Snowflick delivery
O3 Digital screens
entry Smyle toothpaste: Polluted Fairytales
entry The Surviving 3
entry The Blood Pressure Network
entry REEL Mobile Plan — Outdoor Advertising Campaign
entry Whiskas® loCATor
entry Grab the Sweet!
O4 Ambient
entry The Profession in a Cube
entry The Unlucky Numbers Shop
entry The Breathing Wall
entry Bangladesh, Reimagined By Reality
entry Chizhyk-Pyzhik Media
entry The Court of Resilience - Case Study
entry Humanity Chain
entry Love Unlockers
entry Towel promo
entry Towel travel
entry BEAUTY IS IN THE EYE OF THE PAYER
entry The Sign You Shouldn't See
O5 Transit
entry LEGENDA Book Lounge
entry Tobias Rehberger x Frankfurt Airport
O6 Live Advertising & Events
entry The Air Pollution Jersey
entry Goalvertising
entry Humanity Chain
entry Chimes of Wishes by T-Bank
entry Multimedia Performance “Askona Home”
entry Fast is not running
entry Dalah's Spoiler Billboard
K. INTEGRATED
K1 Omni-channel Campaign
entry Mamonty: Uniting generations against fraud
entry Outsours: Monetizing Morality – Turning Ethical Conflict into a Viewing Experience
entry An Uplifting Campaign for the Series Vstat na Nogi
entry Click on Avito Auto
entry KU-KU, MY WAKUKU!
entry Brusnika is to blame
entry Football's User Manual
entry REEL Mobile Plan
entry Whiskas® loCATor
entry Unreal Made Real
entry Pink mood burger
entry STREETS SPEAK
entry Dodo Pizza — You Don't Have to Share
entry Unsticking Stereotypes
K2 Digital Campaign
entry Good Stories Start Like This: Avito Launches New Positioning in Support of Its Social Mission
entry "Dress Me Kids": How a fashion brand replaced TV advertising with its own show and won
entry Love Cup
K3 Social & Influencer Campaign
entry The Island of the Squeezed
entry KU-KU, MY WAKUKU!
entry The First
entry "Farms Are Calling": The B2B Campaign That Looked Nothing Like B2B
entry Heard Together
entry Ice unpacking
entry Starbucks 7 SAR
entry The Solved Meme
K4 Brand Launch / Re-launch Campaign
entry Breaking the basic pattern: Rocketbank's emotional comeback
entry HOT SUMMER
entry Heard Together
entry LIVE PLATFORM OF OPPORTUNITIES
K5 Brand Loyalty Campaign
entry Reviews of houses and residential complexes
entry The future is loCODEd here
entry Garuda Rakshak
entry T2 Mondays: a new level of loyalty programme
entry T2’s minutes and gigabytes: a new model of value
entry LAY'S FOOTBALL TEAM
entry STREETS SPEAK
K6 Breakthrough on a Budget
entry Smyle toothpaste: Polluted Fairytales
entry The Court of Resilience - Case Study
K7 Selfpromo
entry Basics of Video Production
entry Role of the Woman by Prometheus AI
entry Affirmation for creators
K8 Creative Strategy
entry Smyle toothpaste: Polluted Fairytales
entry The Lucky Sponsor
entry Heard Together
entry Scamcity
entry Role of the Woman by Prometheus AI
entry Pink mood burger
entry The Shining of Jattis
entry Dodo Pizza — You Don't Have to Share
entry Unsticking Stereotypes
K9 Collaboration of Brands
entry Okko x Spartak: Storyboard of a Great History
entry Korean Mood
entry Summer Theatre
entry ESSA Bath Bottle
entry Cringe Date Insurance
entry Pink mood burger
K10 Non-profit / charity campaign
entry Rose is a Rose
entry Blackout Vows by Gabriela
entry Fertilizer 2.5
entry The Toothless Brush
entry The superstition done right
entry The Wings of Love
N. BRANDED CONTENT & ENTERTAINMENT
N1 Visual branded content
entry The Island of the Squeezed
entry Creating a culture of hospitality together
entry Pyaterochka Series Featuring the Iconic Galina Ivanovna
entry Everyone’s Birthday
entry Dad, I Fell In Love With An Alpha
entry "Dress Me Kids": How a fashion brand replaced TV advertising with its own show and won
entry "Farms Are Calling": The B2B Campaign That Looked Nothing Like B2B
entry The Scent That Gives You The Scene
N2 Audio branded content
entry Synesteaser
entry SOS Songs
entry MTS Audio Branding: Sound of the Ecosystem
entry Affirmation for creators
N3 Interactive branded content
entry Alfish The Game
entry Scamcity
entry Shell V-Power Feel Closer
entry Tochka Bank. Good game!
N4 Branded events
entry Pivnov Non-Marathon: Easier Than It Seems
entry Neuro Masters
entry Love Cup
N5 Brand experience
entry HR-opera MANGO OFFICE "The Hiring Machine"
entry Bags shaped like the «Moskva 2024» or «Ivolga 4.0»
entry P.E.S.H.O (Portable Esports Streaming Hub for Outdoors)
entry DÖNERSNACHT
entry Meownd It Out
entry The First
entry Step Buy Step
entry T2 × Avtodor: gigabytes paving the way
entry Pivnov Non-Marathon: Easier Than It Seems
entry Ice unpacking
entry Love Cup
entry Pink mood burger
entry Shell V-Power Feel Closer
entry The Uncomfortable Cup
entry Brusnika Developer. Agiotage
N6 Brand Integration & Sponsorships/Partnerships
entry Goalvertising
entry BLACKOUT COLLECTION
entry How Pyatyorkoslav helped the Rus and «Pyatyorochka» in the game
N7 Branded Sports
entry The Court of Resilience - Case Study
entry Goalvertising
N8 Non-profit / charity
entry The Wings of Love
U. CREATIVE USE OF MEDIA
U2 Audio Platforms
entry Affirmation for creatives
U3 Print/Outdoor
entry In Contrast to Everyone
entry By That Count, Every Day Is Math Day
entry The Breathing Wall
entry Smyle toothpaste: Polluted Fairytales
entry Towel promo
entry Towel travel
entry ChatGPT advertises competitor for free
U4 Ambient Media
entry The Unlucky Numbers Shop
entry Humanity Chain
entry Tour to Custodia
entry Avant-garde Archetypes: GigaChat and Kandinsky Help Understand Art at the Tretyakov Gallery
U5 Events
entry HR-opera MANGO OFFICE "The Hiring Machine"
entry Love Cup
entry Cart Racing: How an Underground Project Became a Mass Record in Russia and the BRICS Countries
entry Tochka Bank. Money's trip
U6 Digital & Mobile Platforms
entry Praykinson
entry Scamcity
entry Brusnika Developer. Agiotage
entry Tochka Bank. Good game!
U7 Social Platforms
entry KU-KU, MY WAKUKU!
entry The First
U8 Use of Channel Integration
entry By That Count, Every Day Is Math Day
entry KU-KU, MY WAKUKU!
U9 Non-profit/charity
entry Phra Talks
entry Stop Drink, Stack the Dream
FS. FILM.SECTORS
FS1 Food & Drink
entry THE ORIGINAL
FS2 Other FMCG
entry Smyle toothpaste: Polluted Fairytales
FS4 Automotive
entry IONITY - Plug In Good Times
entry For Parts — Go to Drom
entry Unsticking Stereotypes
FS5 Healthcare
entry Smyle toothpaste: Polluted Fairytales
entry Esteban Ruiz
entry ELEVATOR
FS7 Consumer Service & B2B
entry VTB Classics
entry Motiv Telecom. Anti-fraud
entry Motiv Telecom. Walk to the sea
entry Finlid. Happy Accountant's Day
FS9 Real estate services and development
entry PIK Plus Series. In this episode, everything will come true
entry Brusnika is to blame
FS10 Media / Entertainment
entry Yandex Books — Just Me and Books
FS11 Film for non-profit / charity
entry Small big victories
entry Parents can
entry Labyrinth
entry The Wings of Love
PS. PRINT.SECTORS
PS2 Other FMCG
entry Smyle toothpaste: Polluted Fairytales
PS7 Consumer Service & B2B
entry Letter to the Editor
OS. OUTDOOR.SECTORS
OS1 Food & Drink
entry GARAGE LOVE FUSION
entry Snowflick delivery
OS2 Other FMCG
entry Smyle toothpaste: Polluted Fairytales
entry Whiskas® loCATor
OS3 Consumer Durables
entry Ikat soundwave
OS5 Healthcare
entry Smyle toothpaste: Polluted Fairytales
entry Seat for Pain
OS7 Consumer Service & B2B
entry The Breathing Wall
entry The Sign You Shouldn't See
OS8 Travel / Leisure
entry Towel promo
entry Towel travel
entry Tobias Rehberger x Frankfurt Airport
BB. CREATIVE B2B
BB1 Brand Experience
entry HR-opera MANGO OFFICE "The Hiring Machine"
entry Doing More
entry Multimedia art-project «Terrabyte»
entry Tochka Bank. Money's trip
BB2 Innovative Use of Content
entry "Farms Are Calling": Transforming B2B Communication in the Heavy Machinery Market
BB3 Targeting & Engagement
entry Role of the Woman by Prometheus AI
entry Soil Stay
entry Tochka Bank. Money's trip
BB4 Long-Term Brand Building
entry Avito Travel. Creating a culture of hospitality together
BB5 Breakthrough on a Budget
entry Tochka Bank. Money's trip
BB6 Corporate Purpose & Social Responsibility
entry “Kindness Rate” — the exchange rate that only changes for the better
entry The Special Route
entry Smyle toothpaste: Polluted Fairytales
entry Role of the Woman by Prometheus AI
entry Papify
entry THE PEOPLE CONTRACT
Шорт-листы Фестиваля White Square 2026 будут опубликованы 3 июня.
Победители Фестиваля White Square 2026 будут объявлены 10 июня на торжественной Церемонии награждения — событии, где встретятся представители агентств, брендов, члены международного жюри и ведущие эксперты индустрии из разных стран. Церемония награждения станет кульминацией деловой программы Фестиваля – White Square Forum 2026 – ДНИ МАРКЕТИНГА, РЕКЛАМЫ И БРЕНДИНГА, которая пройдет 9−10 июня в Минске при поддержке АКМА. Ознакомиться с программой и стать участником White Square Forum 2026 можно на association.by.
Работы-победители Фестиваля White Square 2026 будут опубликованы 11 июня на официальном сайте Фестиваля и в индустриальных СМИ разных стран мира, продвигая лучшие идеи на международной арене, вдохновляя на инновационные решения в сфере коммуникаций.