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 Marketing & Digital оценивали конкурсные проекты в категориях Marketing Effectiveness, Marketing Services, Digital: конкурсы Marketing Effectiveness, Brand Experience & Activation, PR, Direct, Campaigns: Sectors, Creativity Driven Transformation, Innovations, Digital, Mobile, Social & Influencer, Creative Data.
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 MARKETING EFFECTIVENESS:
E. MARKETING EFFECTIVENESS
E1 Short-term Creative Effectiveness
entry Outsours: Monetizing Morality – Turning Ethical Conflict into a Viewing Experience
entry AQUA Carpatica Choose Informed
entry Smyle toothpaste: Polluted Fairytales
entry VkusVill will cook the meal
entry How a 360° campaign for «Restricted Area» drove KION to record-breaking performance
entry 150 years for our own.
entry Pink mood burger
entry Collect Zoomers
entry Brusnika Developer. Agiotage
entry Tochka Bank. Money's trip
entry IONITY - Plug In Good Times
E2 Long-term Creative Effectiveness
entry VTB Classics
entry Papa Mozhet: From Losing Love to Sustainable Leadership
entry Poupoune Dry + Campaign
entry How Pyatyorkoslav helped the Rus and «Pyatyorochka» in the game
E3 Brand Launch/re-launch Campaign
entry In Contrast to Everyone
entry LIVE PLATFORM OF OPPORTUNITIES
E4 Breakthrough on a Budget
entry Smyle toothpaste: Polluted Fairytales
entry For Winning Tomatoes, It Has To Be HEINZ.
E5 Sustained Success
entry VTB Classics
entry Papa Mozhet: From Losing Love to Sustainable Leadership
Лонг-лист Фестиваля White Square 2026 в категории MARKETING SERVICES:
A. BRAND EXPERIENCE & ACTIVATION
A1 Channel / Medium
entry Scamcity
entry Love Unlockers
entry Dalah's Spoiler Billboard
entry Brusnika Developer. Agiotage
A2 Use of brand experience
entry In Contrast to Everyone
entry Opening a Branch is an Art
entry T2 × Avtodor: gigabytes paving the way
entry Pivnov Non-Marathon: Easier Than It Seems
entry ESSA Bath Bottle
entry The Visible Match
entry Ice unpacking
entry Pink mood burger
entry Collect Zoomers
entry STREETS SPEAK
entry The Uncomfortable Cup
A3 Technology & Touchpoints
entry The Breathing Wall
A4 Consumer Engagement
entry T2 × Avtodor: gigabytes paving the way
entry Grab the Sweet!
entry Unreal Made Real
entry Humanity Chain
entry Chimes of Wishes by T-Bank
entry Soil Stay
entry Brusnika Developer. Agiotage
entry Tochka Bank. Money's trip
A5 Strategy
entry Zbor by BCR (Erste Bank)
entry Molped. A friendship story: when a brand and a blogger grow together
entry Role of the Woman by Prometheus AI
entry “Blue Tractor” × 1st DSK: A Children’s Tale, a Business Trail
A6 Campaign
entry KU-KU, MY WAKUKU!
entry Spellcasters
entry Heard Together
entry Pink mood burger
A7 Customer Retail / In-store Experience
entry Worth the Whole
entry Tobias Rehberger x Frankfurt Airport
A9 Sponsorship & Brand Partnership
entry The Visible Match
A10 Gaming-Led Brand Experience
entry Spellcasters
entry Scamcity
entry How Pyatyorkoslav helped the Rus and «Pyatyorochka» in the game
entry Tochka Bank. Good game!
A11 Breakthrough on a Budget
entry Lipstick with Pelmeni Flavor
A12 Non-profit / charity
entry Find Your SKY
C. PR
C1 PR Practices & Technics
entry Good Stories Start Like This: Avito Launches New Positioning in Support of Its Social Mission
entry AQUA Carpatica Choose Informed
entry Humanity Chain
entry Pink mood burger
entry "Knockin' on Heaven's Door": How We Brought National Pride Back into International IT Olympiads
C2 Digital & Social
entry #MyNumberMyStory
entry Smyle toothpaste: Polluted Fairytales
entry ESSA Bath Bottle
entry Fraud-Roulette.ru - People's Phone Resistance Against Scammers
C3 Influencer
entry Kilometres of Good Stories on Avito Auto
entry Ice unpacking
C4 Use of Events & Stunts
entry Pivnov Non-Marathon: Easier Than It Seems
entry Goalvertising
entry Humanity Chain
entry Cart Racing: How an Underground Project Became a Mass Record in Russia and the BRICS Countries
entry Come to T-Dvor: a New Place of Power During SPIEF
entry “Thanks for Your Son and Daughter”: The T-Glory Recognition Experience
C6 Campaign
entry Good Stories Start Like This: Avito Launches New Positioning in Support of Its Social Mission
entry AQUA Carpatica Choose Informed
entry Pink mood burger
C7 Internal Communications
entry Smartavia: Values At The Height
entry “Thanks for Your Son and Daughter”: The T-Glory Recognition Experience
C8 Sponsorship & Brand Partnership
entry Vaseline Huh?
entry Smartavia's Right Here
entry The Visible Match
entry Goalvertising
entry BLACKOUT COLLECTION
C9 Real-time Response
entry Vaseline Huh?
entry AQUA Carpatica Choose Informed
entry The Breathing Wall
entry The Court of Resilience - Case Study
entry Goalvertising
entry Snowflick delivery
C10 Brand Community
entry How Brand Media Creates Measurable Business Value
entry Avito Travel. Creating a culture of hospitality together
entry The Toothless Brush
entry NSHM VK: Technology for Transforming Gen Z into Loyal Community and VK Talent Pipeline
entry Cart Racing: How an Underground Project Became a Mass Record in Russia and the BRICS Countries
entry Welcome to Capybarovsk — the City That Melted IT Hearts
C11 Breakthrough on a Budget
entry Virality as a system: how Perekrestok rejuvenated its audience by becoming part of trends
entry Lipstick with Pelmeni Flavor
entry Ho-Ho-Hondoms
entry White Truffle. The Most Expensive Dinner That Saves Lives
C12 Non-profit / charity
entry The Exam
H. DIRECT
H1 Channels
entry Synesteaser
H3 Digital & Social
entry Praykinson
entry Korol i Shut! at Yandex.maps
H4 Strategy
entry Scamcity
entry Tochka Bank. Good game!
H5 Campaign
entry Love Unlockers
entry The Sign You Shouldn't See
H6 Breakthrough on a Budget
entry Road to the Viva Braslav
entry Tochka Bank. Money's trip
CS. CAMPAIGNS: SECTORS
CS1 Food & Drink
entry AQUA Carpatica Choose Informed
entry Pivnov Non-Marathon: Easier Than It Seems
entry Nature unplugged
entry Ice unpacking
entry Pink mood burger
CS2 Other FMCG
entry Wedding White Color
CS4 Automotive
entry Click on Avito Auto
entry Papify
CS5 Healthcare
entry Shame into Fame
CS6 Retail, e-commerce
entry KU-KU, MY WAKUKU!
entry LIVE PLATFORM OF OPPORTUNITIES
entry Dodo Pizza — You Don't Have to Share
CS7 Consumer Service & B2B
entry Zbor by BCR (Erste Bank)
entry Role of the Woman by Prometheus AI
CS8 Travel / Leisure
entry Avito Travel. Creating a culture of hospitality together
CS9 Real estate services and development
entry “Blue Tractor” × 1st DSK: A Children’s Tale, a Business Trail
CS10 Media / Entertainment
entry Mamonty: Uniting generations against fraud
entry Likhie. Chapter 2: The End of an Era
CS11 Non-profit/Charity
entry YOUR BACK IS MINE
entry Phra Talks
entry Blackout Vows by Gabriela
entry The superstition done right
I. INNOVATIONS
I1 Innovations
entry Garuda Rakshak
entry Fertilizer 2.5
entry Role of the Woman by Prometheus AI
entry STREETS SPEAK
CT. CREATIVITY DRIVEN TRANSFORMATION
CT1 Product Innovation
entry ESSA Bath Bottle
entry Role of the Woman by Prometheus AI
entry Pink mood burger
entry STREETS SPEAK
CT3 Customer Experience
entry Streaming Out Loud
CT5 Crisis Response
entry The Breathing Wall
CT6 Seasonal marketing
entry Snowflick delivery
CT7 Audience Insight
entry Paper core too heavy to remove?
CT8 New Relationship Models
entry Heard Together
Лонг-лист Фестиваля White Square 2026 в категории DIGITAL:
D. DIGITAL
D1 Websites
entry Rollton Olive — a drop of olive oil changes everything
entry Correct Me If You Can
entry Streets speak
entry Brusnika Developer. Agiotage
D2 Interactive projects
entry Correct Me If You Can
entry Korol i Shut at Yandex.maps
entry Avant-garde Archetypes: GigaChat and Kandinsky Help Understand Art at the Tretyakov Gallery
entry STREETS SPEAK
D3 Pre-rolls
entry For Parts — Go to Drom
D5 Digital Campaign
entry DOGumentalki: The First Dog Films
entry The Most Iconic Kit
entry INFLUENCE BEAUTY x Yandex Music: Every look has its own sound!
D6 Native Advertising
entry “Blue Tractor” × 1st DSK: A Children’s Tale, a Business Trail
D7 Branded tech and innovations
entry THE PINK CODE
D8 Use of Artificial Intelligence
entry Red Blue Yellow Black Again
entry I FEEL LOVE...
entry Smyle toothpaste: Polluted Fairytales
entry INFLUENCE BEAUTY x Yandex Music: Every look has its own sound!
entry PRESIDENT.TIME TO SMILE
entry Scamcity
entry Tour to Custodia
entry Avant-garde Archetypes: GigaChat and Kandinsky Help Understand Art at the Tretyakov Gallery
entry STREETS SPEAK
entry Shell V-Power Feel Closer
D9 From Online to Offline Projects
entry Whiskas® loCATor
entry Love Unlockers
D11 Digital Craft
entry Tour to Custodia
entry Avant-garde Archetypes: GigaChat and Kandinsky Help Understand Art at the Tretyakov Gallery
entry Caps
entry Brusnika Developer. Agiotage
D12 Non-profit / charity
entry Stop Drink, Stack the Dream
entry The Wings of Love
G. MOBILE
G2 Apps
entry Praykinson
entry evi
G3 Games
entry Alfish The Game
G7 Non-profit / charity
entry Safe Sound Check
SI. SOCIAL & INFLUENCER
SI1 Social Campaigns
entry The First
entry PRESIDENT.TIME TO SMILE
entry Shell V-Power Feel Closer
entry Starbucks 7 SAR
SI2 Co-creation & Users Generated Content
entry Stop Drink, Stack the Dream
entry Shell V-Power Feel Closer
entry The Scent That Gives You The Scene
SI3 Real-time Response
entry Vaseline Huh?
entry Mona Lisa
entry PRESIDENT.TIME TO SMILE
SI4 Influencer Campaign
entry Road to the Viva Braslav
entry KU-KU, MY WAKUKU!
entry Kilometers of good stories
entry Ice unpacking
entry InvestFest: The First Step into Investing
entry Tochka Bank. Good game!
SI5 Targeted Communication
entry Meownd It Out
entry InvestFest: The First Step into Investing
SI7 Non-profit/Charity
entry Stop Drink, Stack the Dream
T. CREATIVE DATA
T1 Data-enhanced Creativity
entry SOS Songs
entry Role of the Woman by Prometheus AI
entry Brusnika Developer. Agiotage
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.