Белый Квадрат – один из крупнейших международных фестивалей креативности в Европе, продвигая креатив, высоко ценит творческие идеи и людей в индустрии, разделяет принципы социально-ответственного маркетинга, миролюбия и отстаивает общечеловеческие ценности, объявил шорт-листы фестиваля 2023.
В этом году в конкурсной программе приняли участие 759 работ от представителей индустрии коммуникаций и креатива 35 стран мира. Как и в предыдущие годы, наибольшее количество работ было подано в категорию Creative.
В международный состав жюри фестиваля Белый Квадрат 2023 вошли ярчайшие представители индустрии коммуникаций более 40 стран, в портфолио которых многочисленные награды и опыт судейства престижных фестивалей креативности по всему миру.
Оценка работ прошла в два этапа. На первом – члены жюри определили лонглист фестиваля, а на втором – сформировали шорт-листы, выбрали призеров и победителей и номинировали работы на Гран-при фестиваля из числа обладателей первых мест.
Гран-при фестиваля определил состав Grand Jury, в который вошли председатели четырех основных составов:
- Председатель жюри Creative & Branding, Michelangelo Cianciosi, основатель и главный исполнительный директор, The Bunch, Италия
- Председатель жюри Marketing & Digital, Kestrel Lee, креативный директор Dentsu China
- Председатель жюри Craft, Alex Teodorescu, исполнительный продюсер Saga Film, Румыния
- Председатель жюри Mass Media, Krassimir Papazov, главный редактор RedLink, Болгария.
Шорт-листы фестиваля White Square 2023:
CREATIVE
F. FILM
F1 TV / Screens
entry As good as the original, agency M&C SAATCHI ABU DHABI, United Arab Emirates
entry You Name It, agency PHENOMENA, Lebanon
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct , Moscow, Russia
entry The ever-changing world, agency Creative studio 7.47, Russia
entry This is Us, agency AANDRS, Austria
entry NO DRAMA, agency Leagas Delaney Italia
F2 Online
entry KFC x Yenlik, agency SEED, Kazakhstan
entry Sorry you couldn't make it, agency M&C SAATCHI ABU DHABI, United Arab Emirates
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct, Moscow, Russia
entry The ever-changing world, agency Creative studio 7.47, Russia
P. PRINT
P1 Print
entry EyesightSeeing, agency Serviceplan, Russia
series Bigger Stage - entries Drum Dance, Lion Dance, Shadow Play, agency Heaven&Hell, China
R. RADIO & AUDIO
R1 Radio & Streaming
entry Call Mom, agency FamousGrey, Belgium
O. OUTDOOR
O2 Posters
entry EyesightSeeing, agency Serviceplan, Russia
entry Sorry Haarlem, agency Fitzroy, Netherlands
O4 Ambient
entry A19 Car Park Showroom, agency Team X Thailand
entry F*** WITH THE LIGHT ON FOR THE REVOLUTION, agency BUNGALOW25, Spain
K. INTEGRATED
K3 Social & Influencer Campaign
entry KFC x Yenlik, agency SEED, Kazakhstan
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
entry Man up, agency Voskhod, Russia
entry House in Coca-Cola caravan, agency Ogilvy Mega Media, Kazakhstan
K4 Brand Launch / Re-launch Campaign
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
K5 Brand Loyalty Campaign
entry Not back-to-school, agency FCB Artgroup Tashkent, Uzbekistan
entry Equality begins at home, agency Communis, Serbia
entry A Biscuit Wins Over Inequality, agency Studio Sonda d.o.o., Croatia
entry Femme Fatale rules of life by Lolita and Vivienne Sabó, agency SOCIALIST, Russia
K6 Breakthrough on a Budget
entry Man up, agency Voskhod, Russia
K8 Creative Strategy
entry Not back-to-school, agency FCB Artgroup Tashkent, Uzbekistan
entry #LIFEAFTER, agency Grape, Russia
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
N. BRANDED CONTENT & ENTERTAINMENT
N1 Visual branded content
entry KFC x Yenlik, agency SEED, Kazakhstan
N2 Audio branded content
entry KFC x Yenlik, agency SEED, Kazakhstan
entry #22EpicNights, agency Cheil Centrade, Romania
entry The Cleft Choir, agency BBDO Bangkok, Thailand
N4 Branded events
entry Agronom Sad, agency Akademia, Russia
N5 Brand experience
entry Тhe 15-minute pizza map, agency &play, Bulgaria
entry AR STROKI IN METRO, agency Mosaic, Russia
entry Man up, agency Voskhod, Russia
entry House in Coca-Cola caravan, agency Ogilvy Mega Media, Kazakhstan
entry Kazakh buy-book, agency GForce/Grey, Kazakhstan
U. CREATIVE USE OF MEDIA
U1 TV & Other screens
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
U2 Audio Platforms
entry Call Mom, agency FamousGrey, Belgium
entry Tours to Cultures, agency Creative studio 7.47, Russia
U3 Print/Outdoor
entry Sorry Haarlem, agency Fitzroy, Netherlands
U4 Ambient Media
entry A19 Car Park Showroom, agency Team X Thailand
U6 Digital & Mobile Platforms
entry Stories for rent, Tinkoff, Russia
entry Elden Fake News, agency White Rabbit Budapest, Hungary
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
U7 Social Platforms
entry Sorority Profiles, agency brandy Creativity & Technology, Costa Rica
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
U8 Non-profit/charity
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
BRANDING
B. COMMUNICATION DESIGN
B1 Creation of New Brand Identity
entry Greatness Reshaped, agency Ogilvy Amsterdam, Netherlands
entry Dynamika, agency Design Department, Russia
entry OmGTU, agency ENDY, Russia
entry Theatrum. Private theatre branding, agency Stolzman & Katz, Russia
entry Park quartals, agency Suprematika, Russia
entry Gzhel, agency Suprematika, Russia
entry SEIKATSU. Fresh Seafood, agency Funky® Agency, Russia
B2 Rebrand / Refresh of an Еxisting Brand
entry Mori Sushi Rebranding, agency Joefish, Lebanon
entry Rebranding MTS, agency ONY and UtterDesign, Russia
entry Mayakovsky Norilsk North Drama Theater, agency Proektmarketing+1, Russia
entry TOCHNO, agency Ruport, Russia
entry Rosman, agency Suprematika, Russia
B5 Brand Environment & Experience Design
entry #ConversationCube, agency Next DC, Bulgaria
entry Hello Billy, agency AKQA, China
B7 Design Craft
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
entry Future Words, agency SOLL, Russia
entry Freelabel, agency Terminal Design Branding Agency, Russia
X. PACKAGING DESIGN
X1 Packaging of foodstuffs
entry #flutwein - Our Worst Vintage, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
entry Magnolia - The Greatness of a Moment, A&F Brasil
entry Oxygin, agency PG Brand Reforming Company, Belarus
entry Gastronom, agency Svoe mnenie, Russia
X2 Packaging of non-food products
entry Horror Ray, agency Svoe mnenie, Russia
Q. DIGITAL & INTERACTIVE DESIGN
Q4 Design of virtual promo-tools
entry PeeCasso NFT, agency SOLL, Russia
BD. BRAND ENVIRONMENT DESIGN
BD3 In-store Design
entry KCM Showroom, agency Ermolaev Bureau, Russia
BD4 Exhibitions and Events
entry #ConversationCube, agency Next DC, Bulgaria
entry Hello Billy, agency AKQA, China
MARKETING EFFECTIVENESS
E. MARKETING EFFECTIVENESS
E1 Short-term Creative Effectiveness
entry #LIFEAFTER, agency Grape, Russia
E2 Long-term Creative Effectiveness
entry Small businesses without financial stress, agency MullenLowe Moscow, Russia
entry #22EpicNights, agency Cheil Centrade, Romania
E4 Breakthrough on a Budget
entry #flutwein - Our Worst Vintage, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
MARKETING SERVICES
A. BRAND EXPERIENCE & ACTIVATION
A1 Channel / Medium
entry A19 Car Park Showroom, agency Team X Thailand
A2 Brand Experience
entry House in Coca-Cola caravan, agency Ogilvy Mega Media, Kazakhstan
entry Kazakh buy-book, agency GForce/Grey, Kazakhstan
А4 Consumer Engagement
entry Man up, agency Voskhod, Russia
entry The Cleft Choir, agency BBDO Bangkok, Thailand
A10 Breakthrough on a Budget
entry Man up, agency Voskhod, Russia
C. PR
C1 PR Practices & Technics
entry I Don't Know What To Choose, agency HUMAN, Bulgaria
entry A Biscuit Wins Over Inequality, agency Studio Sonda d.o.o., Croatia
C2 Digital & Social
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
C3 Influencer
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
C5 Data & Strategy
entry NFP - Non Fungible Places, agency Gitto Battaglia 22, Italy
C6 Campaign
entry #LIFEAFTER, agency Grape, Russia
entry Man up, agency Voskhod, Russia
C8 Sponsorship & Brand Parnership
entry Code; without Barriers, agency MRM Singapore
C9 Real-time Response
entry #LIFEAFTER, agency Grape, Russia
C10 Breakthrough on a Budget
entry Man up, agency Voskhod, Russia
C11 Non-profit / charity
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
H. DIRECT
H3 Digital & Social
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
H7 Non-profit / charity
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
CS. CAMPAIGNS: SECTORS
CS5 Healthcare
entry The Cleft Choir, agency BBDO Bangkok, Thailand
CS7 Consumer Service & B2B
entry #LIFEAFTER, agency Grape, Russia
CS8 Travel / Leisure
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct , Moscow, Russia
I. INNOVATIONS
I1 Innovations
entry Future Words, agency SOLL, Russia
CT. CREATIVITY DRIVEN TRANSFORMATION
CT2 Business Transformation
entry #LIFEAFTER, agency Grape, Russia
MEDIA
V. CHANNELS
V1 TV & Other Screens
entry «Black Friday on Friday!», agency FUSE Media Direction Group; Creative partner - Sales house «Gazprom-media», Russia
V3 Print / Outdoor
entry #momahr - Art Against Oblivion, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
V4 Ambient Media
entry A19 Car Park Showroom, agency Team X Thailand
V6 Digital Platforms
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
entry Code; without Barriers, agency MRM Singapore
V8 Social Platforms
entry Man up, agency Voskhod, Russia
V11 Non-profit / charity
entry we are not "Kyrgyziya", agency Birtops, Kyrgyzstan
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
M. MEDIA CAMPAIGN
M2 Low Budget Campaign
entry Man up, agency Voskhod, Russia
M3 Influencer Campaign
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
M4 Non-profit / charity
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
DIGITAL
D. DIGITAL
D2 Interactive projects
entry Code; without Barriers, agency MRM Singapore
entry Close to heart, Tinkoff, Russia
entry Over 1,000 prototype Atom electric cars in Minecraft: an engaging campaign, agency Blacklight, Russia
D5 Digital Campaign
entry QUESTIONS, agency Leagas Delaney Italia
D6 Native Advertising
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
D7 Branded tech and innovations
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
D8 Digital Craft
entry Audi x Andrés Reisinger, agency We Are Social Deutschland GmbH, Germany
entry Perle de la Mer, agency SOCIALIST, Russia
D9 Non-profit / charity
entry Press Here Now, agency Inbrax, Chile
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
entry Future Words, agency SOLL, Russia
G. MOBILE
G6 Advanced Learning Technologies
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
G7 Mobile Tech and Innovations
entry AI Gaming Avatar, agency Fresh (Orange Group), Russia
G8 Non-profit / charity
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
SI. SOCIAL & INFLUENCER
SI1 Social Campaigns
entry Short Fries by Skapto, agency Handplayed, Bulgaria
SI3 Real-time Response
entry Short Fries by Skapto, agency Handplayed, Bulgaria
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
SI4 Influencer Campaign
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
entry Flame-grilled challenge, agency M&C SAATCHI ABU DHABI, United Arab Emirates
T. CREATIVE DATA
T5 Social Data & Insight
entry Widen the Table, agency Ogilvy Nigeria
CRAFT
J. FILM CRAFT
J1 Direction
entry Keep the History, Make the History, agency Cheil Kazakhstan
entry As good as the original, agency M&C SAATCHI ABU DHABI, United Arab Emirates
J2 Script
entry Dodo Pizza Brand Manifesto 2022, agency Yep!, Russia
entry As good as the original, agency M&C SAATCHI ABU DHABI, United Arab Emirates
J3 Art Direction
entry Big Hit, agency RORE Group, Russia
entry Keep the History, Make the History, agency Cheil Kazakhstan
entry The asterisk, agency RORE Group, Russia
J4 Cinematography
entry Keep the History, Make the History, agency Cheil Kazakhstan
Y. PRINT & OUTDOOR CRAFT
Y2 Art Direction
entry Space Beans, agency Grey Dubai, United Arab Emirates
entry Clayton`s Brand Identity, agency GRATT, Russia
Y4 Photography
entry Space Beans, agency Grey Dubai, United Arab Emirates
Z. EXCELLENCE IN RADIO & AUDIO
Z1 Excellence in Radio & Audio
entry Call Mom, agency FamousGrey, Belgium
MASS MEDIA CONTEST
L. COMMUNICATION
L1 Film
entry The studs hold securely! No matter how turned!, agency Action, Russia
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct, Moscow, Russia
entry BeSpoke Art: Violet, agency Cheil Kazakhstan
entry Keep the History, Make the History, agency Cheil Kazakhstan
entry Carrot, agency LOGA BIGA, Belarus
L2 Print&Outdoor
entry SOCIAL OUTBURSTS, agency AVIÓN DE PAPEL, Argentina
entry Sorry Haarlem, agency Fitzroy, Netherlands
entry A19 Car Park Showroom, agency Team X Thailand
L3 Radio&Audio
entry Call Mom, agency FamousGrey, Belgium
L4 Branded Content
entry WINE TASTE board game, agency AIDA Pioneer, Belarus
entry GogoL-MogoL. How use a real movie to communicate brand values, agency Great, Russia
L5 Communication Design
entry Junior Eurovision 2022, agency Zuck Independent Agency, Armenia
entry Rebranding of the Moscow Art Theater Museum, agency REDKEDS, Russia
L6 Packaging Design
entry Magnolia - The Greatness of a Moment, A&F Brasil
entry Clayton`s Brand Identity, agency GRATT, Russia
entry WINE TASTE board game, agency AIDA Pioneer, Belarus
MA. REACH
MA1 Brand Experience & Activation
entry Wine Vision by Open Balkan, agency M2Communications, Serbia
entry #MYVMESTE (#WEARETOGETHER)_NATIONAL PROJECTS OF RUSSIA, agency TVIN, Russia
entry Kazakh buy-book, agency GForce/Grey, Kazakhstan
MA2 PR
entry F*** WITH THE LIGHT ON FOR THE REVOLUTION, agency BUNGALOW25, Spain
entry The asterisk, agency RORE Group, Russia
MA3 Direct
entry ALL DAYES, agency AMEN ARGENTINA
entry The asterisk, agency RORE Group, Russia
MA4 Use of Media
entry The Card with Cashback: 1-2-3, BNB-Bank, Belarus
entry «Black Friday on Friday!», agency FUSE Media Direction Group; Creative partner - Sales House «Gazprom-media», Russia
MD. DIGITAL & MOBILE
MD3 Digital & Mobile Campaign
entry Checking for Chicken, agency CJ Worx, Thailand
MD4 Social & Influencer Campaign
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
MK. INTEGRATED CAMPAIGNS
MK1 Omni-channel Campaign
entry Orange Jersey, agency Endorphin, Azerbaijan
entry Mnogo Lososya 360° Advertising Campaign, agency REDKEDS, Russia
MK2 Brand Launch / Re-launch Campaign
entry Rebranding of the Moscow Exchange group of companies, agency Great, Russia
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
MK3 Brand Loyalty Campaign
entry I Don't Know What To Choose, agency HUMAN, Bulgaria
MK4 Breakthrough on a Budget
entry Short Fries by Skapto, agency Handplayed, Bulgaria
entry The asterisk, agency RORE Group, Russia
MK5 Selfpromo
entry The asterisk, agency RORE Group, Russia
MK6 Creative Strategy
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
S. CHANGE FOR GOOD. BRANDS
S1 Health & Safety
entry Beancense, agency Dentsu Creative Manila, Philippines
entry The Cleft Choir, agency BBDO Bangkok, Thailand
S3 Gender Equality
entry Equality begins at home, agency Communis, Serbia
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
entry Widen the Table, agency Ogilvy Nigeria
entry A Biscuit Wins Over Inequality, agency Studio Sonda d.o.o., Croatia
S4 Social Projects
entry #LIFEAFTER, agency Grape, Russia
S5 Prosperity
entry #LIFEAFTER, agency Grape, Russia
S6 Other Projects
entry #momahr - Art Against Oblivion, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
SN. CHANGE FOR GOOD. NON-PROFIT, CHARITY, GOVERNMENT
SN1 Health & Safety
entry Press Here Now, agency Inbrax, Chile
entry ALL DAYES, agency AMEN ARGENTINA
SN2 Environment
entry It's Time To Stop, agency TBWA Peru
SN3 Gender Equality
entry Orange Jersey, agency Endorphin, Azerbaijan
SN4 Social Projects
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
entry Street Memorials, agency Dentsu Creative Philippines
entry "My Site" - Russia's First Social Network for People with Down Syndrome, agency Philgood, Russia
entry Exit from the street, agency Friends Moscow, Russia
SN6 Other Projects
entry Unnoticed ruins, agency Serviceplan, Russia
Международный состав жюри и оргкомитет фестиваля благодарят всех участников и поздравляют агентства, которые смогли войти в шорт-листы фестиваля, несмотря на высокий уровень работ и сильную конкуренцию, и надеются, что идеи, которые отмечены на фестивале, будут способствовать развитию креативной индустрии, принесут вдохновение и помогут изменить мир к лучшему.
Победители фестиваля Белый Квадрат 2023 будут опубликованы 1 июня на официальном сайте фестиваля и на индустриальных ресурсах более чем тридцати стран мира.