IX International Advertising Festival White Square, Belarus, one of the leading creative events in advertising and communications industry of Eastern Europe, has launched a campaign with famous advertisers shot in unexpected images. The key idea of Festival’s corporate identity this year has become the image of boxing ring. On April 27-29 White Square Festival will turn to a prestigious tournament and invites professionals involved in advertising, branding, design, communications activity to participate in this tournament, to show their best pieces of work and to challenge each other in this fair fight. «Creativity Wins» – is the tagline of IX White Square. The idea of the campaign is to show advertisers in the images of fighters at the moment of their victory. After all, advertising is a battle, an everyday fight for ideas and their realisation, for tenders and festival awards. White Square goes further and calls to the victory of creativity in all spheres of life. Recognized experts of advertising and communications industry, holders of prestigious international awards, White Square Jury members have become the faces of the campaign. They are Andrey Logvin, Creative Director of BORSCH Studio, Russia; Vitaliy Bykov, CEO, co-founder of Red Keds, Russia; Dmitry Apolenis, Creative Director at AIDA Pioneer, Belarus; Lola Tehver, Director of Estonian Association of Marketing and Communications Agencies, Estonia; Vladimir Kobets, Creative Director of digital-centric agency AdPro, Ukraine; Marko Edfelt, CEO, Partner at Satumaa Family Business, Finland. Film advertisement created by AIDA, Belarus for White Square, within the category: Professional Services.

Drinking brandy usually boosts the intensity of special moments we share with the close ones. We have created an AI module which recognizes emotions during a conversation and placed it in the app for iOS and Android. Due to self-taught neural network able to identify 7 types of emotions you are now able to express your feelings right at the moment. However, emotion recognition is not enough. You can actually see what your heart feels with the help of the special crystal brandy glasses. Here's how it works: turn on the ARARAT application on your tablet and choose one of the available menu options. Then place two glasses in the indicated squares and pour ARARAT brandy in them. And now just start talking. The emotions expressed during this conversation are reflected as a 3D-image directly inside your glasses. Digital advertisement created by NEF, Belarus for Ararat, within the category: Alcoholic Drinks.

Ambient advertisement created by Prkvadrat, Belarus for Manufactura, within the category: Industrial, Agriculture.

Film advertisement created by The Agency, Belarus for World of Tanks, within the category: Gaming.

TASK: To promote Plan A Photoproduction as affordable alternative to stock photos we used simple and extremely cheap guerrilla idea. IDEA: To put art directors in the stock photo by recreating Photostock watermarks on the real mirrors during advertising festival Ambient advertisement created by Grey, Belarus for Plan A Photoproduction, within the category: Electronics, Technology.

Film advertisement created by The Agency, Belarus for World of Tanks, within the category: Gaming.

In Belarus, about 5,000 criminals remain unpunished. Their identikits are hardly noticeable. We created 6 trial Facebook accounts of criminals to have them noticed by lots of people using the People You May Know algorithm (which suggests friends based on mutual information). By now, over 2,000,000 people saw them on People You May Know section. Vitaliy Shukan was caught a few months after the project had been launched. The project has already been adopted by the Ministry of Internal Affairs of Belarus as a criminal search tool. Digital advertisement created by TDI Group, Belarus for The Ministry of Internal Affairs of the Republic of Belarus, within the category: Electronics, Technology.

This is an incredibly warm and even summer story as opposed to the nasty December, people in sweaters and down jackets. During the month when everyone wants to get out of the country into warm lands, we want to make sure that the viewer has a desire to cuddle up to the TV from the outgoing summer heat of the picture. The cruise is presented to the viewer by Santa Claus as the travel agent. Santa leads us to the deck and liners cabins, which symbolize the benefits of the tariff and unlimited Internet. Situations in the scenario are tied to the product benefits of the tariff plan and the promotional offer. The main advantages are: MTS TV, MTS Cinema, MTS Music and unlimited internet. Film advertisement created by Grey, Belarus for MTS, within the category: Electronics, Technology.

Task: To promote better discounts available for subscribers of MTS “Unlimitedness” Observation: In post-soviet region people are always trying to find some social or relative connections to get the better deal. Film advertisement created by Grey, Belarus for MTS, within the category: Electronics, Technology.

Task: To create a low-budget campaign for the special promotion of taxi PIATNITSA – 20% discount in the rain. Solution: We came up with simple and inexpensive idea to launch a campaign using non-standard media placement and the rain itself. On the windows of cafes and restaurants with the help of special water-repellent coating we put the logo taxi PIATNITSA and information about the promo, which could be seen only in the rain. Results: Budget – close to 0. The number of calls Taxi PIATNITSA in the rain increased by 30%. Digital advertisement created by AIDA, Belarus for Taxi Piatnitsa, within the category: Transport.

Belarusian mobile operator MTS provided its subscribers with an incredible chance. For a short period of time they were able to subscribe to the most popular and beloved tariff plan which was closed in 2018. Film advertisement created by Grey, Belarus for MTS Belarus, within the category: Electronics, Technology.

Direct advertisement created by TDI Group, Belarus for Emergency Control Ministry of the Republic of Belarus, within the category: Public Interest, NGO.

Digital advertisement created by NODUCK, Belarus for National Art Museum of the Republic of Belarus, within the category: Electronics, Technology.

This commercial reveals the idea that all professions are cool! And even a team made up of a simple cashier, cook, security guard, baker and an intern wins the game for the whole company! Every day! Film advertisement created by Vasiliy Sviridov Creative, Belarus for Vitalur, within the category: Retail Services.

Do you ever go on YouTube just to watch a music video then 5 hours later you find yourself watching a tutorial on how to talk to a giraffe? And as YouTuber users say – I have found myself watching the very “bottom” of the YouTube. But in fact, YouTube is bottomless. And yes – that randomness costs subscribers a lot. So, the idea of this commercial spot is based on the literal comparison of the YouTube with the bottomless water well. And the main hero as the consumer literally pulls buckets full of content out of it. This is a clean, understandable and literal metaphor for Slavs people. Film advertisement created by Grey, Belarus for MTS, within the category: Electronics, Technology.

Newest methods of generating brilliant ideas for young copywriters. This film was shoot as a selfpromo for Young Cannes Lions Competition 2013 by Sasha & Vova creative team. Digital advertisement created by Sasha&Vova, Belarus for Sasha&Vova, within the category: Agency Self-Promo.