White Square, one of the largest international creativity festivals in Europe, which contests cover the entire spectrum of the communications, marketing, branding and creative industries, announced the winners of the festival 2023.
White Square, promoting creativity, highly values fresh ideas and people in the advertising and creative industry, shares the principles of socially responsible marketing, peacefulness and defends universal human values.
This year 759 entries from the representatives of communication, marketing, advertising, branding, digital and PR agencies of 35 countries all over the world took part in the contest program of the festival. As in previous years, the largest number of entries were in Creative Contest.
The high level of judging, professional competence and impartiality in the evaluation of entries are one of the strengths of White Square Festival. The entries of the festival were evaluated by 4 line-ups of international jury represented by experts from more than 40 countries with worldwide recognition in the advertising industry, numerous awards and experience in judging prestigious creativity festivals around the world. The evaluation of entries was held in two stages. In the first the jurors determined the festival longlist, and in the second – formed the shortlists and selected the winners of the festival, and nominated entries for the festival's Grand Prix.
The Grand Prix of the festival was determined by Grand Jury, which included the chairmen of the four major line-ups:
Chairman of Creative & Branding Jury, Michelangelo Cianciosi, Founder and CEO, The Bunch, Italy
Chairman of Marketing & Digital Jury, Kestrel Lee, Creative Lead/ECD, Integrated Solutions, Dentsu China
Chairman of Craft Jury, Alex Teodorescu, Executive Producer, Saga Film, Romania
Chairman of Mass Media Jury, Krassimir Papazov, Editor-in-chief of RedLink, Bulgaria.
The international jury appreciated the overall level of the festival entries and noted the strong competition this year.
The winners of White Square 2023:
GRAND PRIX
entry #flutwein - Our Worst Vintage, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
entry The asterisk, agency RORE Group, Russia
THE AGENCY OF THE FESTIVAL
White Rabbit Budapest, Hungary
CREATIVE
F. FILM
F1 TV / Screens
Silver
entry As good as the original, agency M&C SAATCHI ABU DHABI, United Arab Emirates
Bronze
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct, Moscow, Russia
Credits:
S7 Airlines (Client)
Stanislau Fursau - Head of Creative
Mariya Kochetkova - Head of Ad Projects
Alexey Krasnov - Head of Production
Elena Sonina - Head of Production Group
Elmira Agaeva - Marketing Director
Natalia Kozlova - Marketing Communications Director
Irina Kolesnikova - Head of PR
Ksenia Morgunova - Head of Direct Communications
Agency: Instinct
Production: Stereotactic
Director: Alyosha Starodubov
entry The ever-changing world, agency Creative studio 7.47, Russia
entry NO DRAMA, agency Leagas Delaney Italia
Short-list
entry You Name It, agency PHENOMENA, Lebanon
entry This is Us, agency AANDRS, Austria
F2 Online
Silver
entry KFC x Yenlik, agency SEED, Kazakhstan
Bronze
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
Credits:
S7 Airlines (Client)
Stanislau Fursau - Head of Creative
Mariya Kochetkova - Head of Ad Projects
Alexey Krasnov - Head of Production
Elena Sonina - Head of Production Group
Elmira Agaeva - Marketing Director
Natalia Kozlova - Marketing Communications Director
Irina Kolesnikova - Head of PR
Ksenia Morgunova - Head of Direct Communications
Agency: Instinct
Production: Stereotactic
Director: Alyosha Starodubov
Short-list
entry The ever-changing world, agency Creative studio 7.47, Russia
P. PRINT
P1 Print
Short-list
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
Silver
entry Call Mom, agency FamousGrey, Belgium
O. OUTDOOR
O2 Posters
Silver
entry Sorry Haarlem, agency Fitzroy, Netherlands
Short-list
entry EyesightSeeing, agency Serviceplan, Russia
O4 Ambient
Gold
entry A19 Car Park Showroom, agency Team X Thailand
Short-list
entry F*** WITH THE LIGHT ON FOR THE REVOLUTION, agency BUNGALOW25, Spain
K. INTEGRATED
K3 Social & Influencer Campaign
Silver
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
Bronze
entry KFC x Yenlik, agency SEED, Kazakhstan
entry Man up, agency Voskhod, Russia
entry House in Coca-Cola caravan, agency Ogilvy Mega Media, Kazakhstan
K4 Brand Launch / Re-launch Campaign
Gold
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
K5 Brand Loyalty Campaign
Silver
entry Equality begins at home, agency Communis, Serbia
Short-list
entry Not back-to-school, agency FCB Artgroup Tashkent, Uzbekistan
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
Silver
entry Man up, agency Voskhod, Russia
K8 Creative Strategy
Gold
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
Bronze
entry Not back-to-school, agency FCB Artgroup Tashkent, Uzbekistan
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
Short-list
entry #LIFEAFTER, agency Grape, Russia
N. BRANDED CONTENT & ENTERTAINMENT
N1 Visual branded content
Short-list
entry KFC x Yenlik, agency SEED, Kazakhstan
N2 Audio branded content
Gold
entry The Cleft Choir, agency BBDO Bangkok, Thailand
Bronze
entry KFC x Yenlik, agency SEED, Kazakhstan
Short-list
entry #22EpicNights, agency Cheil Centrade, Romania
N4 Branded events
Short-list
entry Agronom Sad, agency Akademia, Russia
N5 Brand experience
Silver
entry Kazakh buy-book, agency GForce/Grey, Kazakhstan
entry Тhe 15-minute pizza map, agency &play, Bulgaria
Bronze
entry House in Coca-Cola caravan, agency Ogilvy Mega Media, Kazakhstan
Short-list
entry AR STROKI IN METRO, agency Mosaic, Russia
entry Man up, agency Voskhod, Russia
U. CREATIVE USE OF MEDIA
U1 TV & Other screens
Bronze
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
U2 Audio Platforms
Gold
entry Tours to Cultures, agency Creative studio 7.47, Russia
Silver
entry Call Mom, agency FamousGrey, Belgium
U3 Print/Outdoor
Silver
entry Sorry Haarlem, agency Fitzroy, Netherlands
U4 Ambient Media
Gold
entry A19 Car Park Showroom, agency Team X Thailand
U6 Digital & Mobile Platforms
Silver
entry Elden Fake News, agency White Rabbit Budapest, Hungary
Bronze
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
Short-list
entry Stories for rent, Tinkoff, Russia
U7 Social Platforms
Gold
entry Sorority Profiles, agency brandy Creativity & Technology, Costa Rica
Short-list
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
U8 Non-profit/charity
Gold
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
BRANDING
B. COMMUNICATION DESIGN
B1 Creation of New Brand Identity
Silver
entry Greatness Reshaped, agency Ogilvy Amsterdam, Netherlands
entry Park quartals, agency Suprematika, Russia
Bronze
entry Dynamika, agency Design Department, Russia
entry OmGTU, agency ENDY, Russia
entry Gzhel, agency Suprematika, Russia
entry SEIKATSU. Fresh Seafood, agency Funky® Agency, Russia
Short-list
entry Theatrum. Private theatre branding, agency Stolzman & Katz, Russia
B2 Rebrand / Refresh of an Еxisting Brand
Gold
entry Rosman, agency Suprematika, Russia
Bronze
entry TOCHNO, agency Ruport, Russia
Short-list
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
B5 Brand Environment & Experience Design
Silver
entry #ConversationCube, agency Next DC, Bulgaria
Bronze
entry Hello Billy, agency AKQA, China
B7 Design Craft
Silver
entry Freelabel, agency Terminal Design Branding Agency, Russia
Bronze
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
Short-list
entry Future Words, agency SOLL, Russia
X. PACKAGING DESIGN
X1 Packaging of foodstuffs
Gold
entry #flutwein - Our Worst Vintage, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
Bronze
entry Oxygin, agency PG Brand Reforming Company, Belarus
Short-list
entry Magnolia - The Greatness of a Moment, A&F Brasil
entry Gastronom, agency Svoe mnenie, Russia
X2 Packaging of non-food products
Silver
entry Horror Ray, agency Svoe mnenie, Russia
Q. DIGITAL & INTERACTIVE DESIGN
Q4 Design of virtual promo-tools
Short-list
entry PeeCasso NFT, agency SOLL, Russia
BD. BRAND ENVIRONMENT DESIGN
BD3 In-store Design
Gold
entry KCM Showroom, agency Ermolaev Bureau, Russia
BD4 Exhibitions and Events
Silver
entry #ConversationCube, agency Next DC, Bulgaria
entry Hello Billy, agency AKQA, China
MARKETING EFFECTIVENESS
E. MARKETING EFFECTIVENESS
E1 Short-term Creative Effectiveness
Bronze
entry #LIFEAFTER, agency Grape, Russia
E2 Long-term Creative Effectiveness
Short-list
entry Small businesses without financial stress, agency MullenLowe Moscow, Russia
entry #22EpicNights, agency Cheil Centrade, Romania
MARKETING SERVICES
A. BRAND EXPERIENCE & ACTIVATION
A1 Channel / Medium
Silver
entry A19 Car Park Showroom, agency Team X Thailand
A2 Brand Experience
Bronze
entry Kazakh buy-book, agency GForce/Grey, Kazakhstan
Short-list
entry House in Coca-Cola caravan, agency Ogilvy Mega Media, Kazakhstan
А4 Consumer Engagement
Silver
entry Man up, agency Voskhod, Russia
entry The Cleft Choir, agency BBDO Bangkok, Thailand
A10 Breakthrough on a Budget
Gold
entry Man up, agency Voskhod, Russia
C. PR
C1 PR Practices & Technics
Silver
entry A Biscuit Wins Over Inequality, agency Studio Sonda d.o.o., Croatia
Short-list
entry I Don't Know What To Choose, agency HUMAN, Bulgaria
C2 Digital & Social
Bronze
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
C3 Influencer
Short-list
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
C5 Data & Strategy
Silver
entry NFP - Non Fungible Places, agency Gitto Battaglia 22, Italy
C6 Campaign
Bronze
entry #LIFEAFTER, agency Grape, Russia
entry Man up, agency Voskhod, Russia
C8 Sponsorship & Brand Partnership
Bronze
entry Code; without Barriers, agency MRM Singapore
C9 Real-time Response
Short-list
entry #LIFEAFTER, agency Grape, Russia
C10 Breakthrough on a Budget
Silver
entry Man up, agency Voskhod, Russia
C11 Non-profit / charity
Silver
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
H. DIRECT
H3 Digital & Social
Bronze
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
H7 Non-profit / charity
Bronze
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
CS. CAMPAIGNS: SECTORS
CS5 Healthcare
Short-list
entry The Cleft Choir, agency BBDO Bangkok, Thailand
CS7 Consumer Service & B2B
Silver
entry #LIFEAFTER, agency Grape, Russia
CS8 Travel / Leisure
Bronze
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct, Moscow, Russia
Credits:
S7 Airlines (Client)
Stanislau Fursau - Head of Creative
Mariya Kochetkova - Head of Ad Projects
Alexey Krasnov - Head of Production
Elena Sonina - Head of Production Group
Elmira Agaeva - Marketing Director
Natalia Kozlova - Marketing Communications Director
Irina Kolesnikova - Head of PR
Ksenia Morgunova - Head of Direct Communications
Agency: Instinct
Production: Stereotactic
Director: Alyosha Starodubov
I. INNOVATIONS
I1 Innovations
Bronze
entry Future Words, agency SOLL, Russia
CT. CREATIVITY DRIVEN TRANSFORMATION
CT2 Business Transformation
Gold
entry #LIFEAFTER, agency Grape, Russia
MEDIA
V. CHANNELS
V1 TV & Other Screens
Short-list
entry «Black Friday on Friday!», agency FUSE Media Direction Group; Creative partner - Sales house «Gazprom-media», Russia
V3 Print / Outdoor
Gold
entry #momahr - Art Against Oblivion, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
V4 Ambient Media
Gold
entry A19 Car Park Showroom, agency Team X Thailand
V6 Digital Platforms
Bronze
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
Short-list
entry Code; without Barriers, agency MRM Singapore
V8 Social Platforms
Short-list
entry Man up, agency Voskhod, Russia
V11 Non-profit / charity
Gold
entry we are not "Kyrgyziya", agency Birtops, Kyrgyzstan
Short-list
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
M. MEDIA CAMPAIGN
M2 Low Budget Campaign
Silver
entry Man up, agency Voskhod, Russia
M3 Influencer Campaign
Silver
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
M4 Non-profit / charity
Gold
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
DIGITAL
D. DIGITAL
D2 Interactive projects
Bronze
entry Code; without Barriers, agency MRM Singapore
Short-list
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
Bronze
entry QUESTIONS, agency Leagas Delaney Italia
D6 Native Advertising
Gold
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
D7 Branded tech and innovations
Bronze
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
D8 Digital Craft
Short-list
entry Audi x Andrés Reisinger, agency We Are Social Deutschland GmbH, Germany
entry Perle de la Mer, agency SOCIALIST, Russia
D9 Non-profit / charity
Gold
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
Bronze
entry Press Here Now, agency Inbrax, Chile
Short-list
entry Future Words, agency SOLL, Russia
G. MOBILE
G6 Advanced Learning Technologies
Bronze
entry Russian Museum Neural AI, agency Fresh (Orange Group), Russia
G7 Mobile Tech and Innovations
Short-list
entry AI Gaming Avatar, agency Fresh (Orange Group), Russia
G8 Non-profit / charity
Gold
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
SI. SOCIAL & INFLUENCER
SI1 Social Campaigns
Bronze
entry Short Fries by Skapto, agency Handplayed, Bulgaria
SI3 Real-time Response
Silver
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
Silver
entry Flame-grilled challenge, agency M&C SAATCHI ABU DHABI, United Arab Emirates
Bronze
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
T. CREATIVE DATA
T5 Social Data & Insight
Short-list
entry Widen the Table, agency Ogilvy Nigeria
CRAFT
J. FILM CRAFT
J1 Direction
Silver
entry As good as the original, agency M&C SAATCHI ABU DHABI, United Arab Emirates
Bronze
entry Keep the History, Make the History, agency Cheil Kazakhstan
J2 Script
Bronze
entry As good as the original, agency M&C SAATCHI ABU DHABI, United Arab Emirates
Short-list
entry Dodo Pizza Brand Manifesto 2022, agency Yep!, Russia
J3 Art Direction
Silver
entry Big Hit, agency RORE Group, Russia
Bronze
entry Keep the History, Make the History, agency Cheil Kazakhstan
J4 Cinematography
Short-list
entry Keep the History, Make the History, agency Cheil Kazakhstan
Y. PRINT & OUTDOOR CRAFT
Y2 Art Direction
Bronze
entry Space Beans, agency Grey Dubai, United Arab Emirates
Short-list
entry Clayton`s Brand Identity, agency GRATT, Russia
Y4 Photography
Bronze
entry Space Beans, agency Grey Dubai, United Arab Emirates
Z. EXCELLENCE IN RADIO & AUDIO
Z1 Excellence in Radio & Audio
Short-list
entry Call Mom, agency FamousGrey, Belgium
MASS MEDIA CONTEST
L. COMMUNICATION
L1 Film
Gold
entry Keep the History, Make the History, agency Cheil Kazakhstan
Silver
entry Carrot, agency LOGA BIGA, Belarus
Bronze
entry The studs hold securely! No matter how turned!, agency Action, Russia
Short-list
entry S7 Airlines "Where the bright side begins", S7 Airlines and Instinct, Moscow, Russia
Credits:
S7 Airlines (Client)
Stanislau Fursau - Head of Creative
Mariya Kochetkova - Head of Ad Projects
Alexey Krasnov - Head of Production
Elena Sonina - Head of Production Group
Elmira Agaeva - Marketing Director
Natalia Kozlova - Marketing Communications Director
Irina Kolesnikova - Head of PR
Ksenia Morgunova - Head of Direct Communications
Agency: Instinct
Production: Stereotactic
Director: Alyosha Starodubov
entry BeSpoke Art: Violet, agency Cheil Kazakhstan
L2 Print&Outdoor
Gold
entry Sorry Haarlem, agency Fitzroy, Netherlands
entry A19 Car Park Showroom, agency Team X Thailand
Bronze
entry SOCIAL OUTBURSTS, agency AVIÓN DE PAPEL, Argentina
L3 Radio&Audio
Gold
entry Call Mom, agency FamousGrey, Belgium
L4 Branded Content
Silver
entry WINE TASTE board game, agency AIDA Pioneer, Belarus
Bronze
entry GogoL-MogoL. How use a real movie to communicate brand values, agency Great, Russia
L5 Communication Design
Gold
entry Rebranding of the Moscow Art Theater Museum, agency REDKEDS, Russia
Bronze
entry Junior Eurovision 2022, agency Zuck Independent Agency, Armenia
L6 Packaging Design
Silver
entry Magnolia - The Greatness of a Moment, A&F Brasil
Bronze
entry Clayton`s Brand Identity, agency GRATT, Russia
entry WINE TASTE board game, agency AIDA Pioneer, Belarus
MA. REACH
MA1 Brand Experience & Activation
Silver
entry Wine Vision by Open Balkan, agency M2Communications, Serbia
entry #MYVMESTE (#WEARETOGETHER)_NATIONAL PROJECTS OF RUSSIA, agency TVIN, Russia
Bronze
entry Kazakh buy-book, agency GForce/Grey, Kazakhstan
MA2 PR
Gold
entry The asterisk, agency RORE Group, Russia
Silver
entry F*** WITH THE LIGHT ON FOR THE REVOLUTION, agency BUNGALOW25, Spain
MA3 Direct
Gold
entry ALL DAYES, agency AMEN ARGENTINA
Silver
entry The asterisk, agency RORE Group, Russia
MA4 Use of Media
Silver
entry «Black Friday on Friday!», agency FUSE Media Direction Group; Creative partner - Sales House «Gazprom-media», Russia
Bronze
entry The Card with Cashback: 1-2-3, BNB-Bank, Belarus
MD. DIGITAL & MOBILE
MD3 Digital & Mobile Campaign
Gold
entry Checking for Chicken, agency CJ Worx, Thailand
MD4 Social & Influencer Campaign
Gold
entry Chocolate With Pork - You Asked For It!, agency Studio Sonda d.o.o., Croatia
MK. INTEGRATED CAMPAIGNS
MK1 Omni-channel Campaign
Gold
entry Orange Jersey, agency Endorphin, Azerbaijan
Bronze
entry Mnogo Lososya 360° Advertising Campaign, agency REDKEDS, Russia
MK2 Brand Launch / Re-launch Campaign
Silver
entry Rebranding of the Moscow Exchange group of companies, agency Great, Russia
Short-list
entry The Goatiful Launch of Kozel in Romania, agency Cheil Centrade, Romania
MK3 Brand Loyalty Campaign
Gold
entry I Don't Know What To Choose, agency HUMAN, Bulgaria
MK4 Breakthrough on a Budget
Gold
entry Short Fries by Skapto, agency Handplayed, Bulgaria
Bronze
entry The asterisk, agency RORE Group, Russia
MK5 Selfpromo
Gold
entry The asterisk, agency RORE Group, Russia
MK6 Creative Strategy
Gold
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
S. CHANGE FOR GOOD. BRANDS
S1 Health & Safety
Gold
entry Beancense, agency Dentsu Creative Manila, Philippines
Silver
entry The Cleft Choir, agency BBDO Bangkok, Thailand
S3 Gender Equality
Gold
entry Equality begins at home, agency Communis, Serbia
entry A Biscuit Wins Over Inequality, agency Studio Sonda d.o.o., Croatia
Silver
entry Not only the 8th of March, agency Synthesis advertising agency, Uzbekistan
Bronze
entry Widen the Table, agency Ogilvy Nigeria
S4 Social Projects
Silver
entry #LIFEAFTER, agency Grape, Russia
S5 Prosperity
Bronze
entry #LIFEAFTER, agency Grape, Russia
S6 Other Projects
Gold
entry #momahr - Art Against Oblivion, agency Seven.One AdFactory/Creative House + White Rabbit Budapest, Hungary
Silver
entry In Search of Uzbek Identity, agency We Digital, Uzbekistan
SN. CHANGE FOR GOOD. NON-PROFIT, CHARITY, GOVERNMENT
SN1 Health & Safety
Bronze
entry Press Here Now, agency Inbrax, Chile
entry ALL DAYES, agency AMEN ARGENTINA
SN2 Environment
Short-list
entry It's Time To Stop, agency TBWA Peru
SN3 Gender Equality
Gold
entry Orange Jersey, agency Endorphin, Azerbaijan
SN4 Social Projects
Gold
entry Street Memorials, agency Dentsu Creative Philippines
Silver
entry Hope Couture, agency Droga5 Dublin, part of Accenture Song, Ireland
Bronze
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
Short-list
entry Unnoticed ruins, agency Serviceplan, Russia
SPECIAL PRIZE FROM MASS-MEDIA JURY
entry Street Memorials, agency Dentsu Creative Philippines
SPECIAL PRIZE FOR NON-PROFIT
entry Breakchains With Blockchain, agency Horizon FCB Dubai, United Arab Emirates
Jury members and the organizing committee of White Square 2023 express their gratitude to all the participants and congratulate the winners, which were highly evaluated at the festival, and hope these ideas will contribute to the development of the creative industry, will bring inspiration and help to change the world for the better.