Международный Фестиваль креативности Белый Квадрат / White Square объявил шорт-листы 2026 года. В этом году в конкурсной программе приняли участие 1115 работ из 40 стран Европы, СНГ, Северной и Латинской Америки, региона MENA, Азии, Китая и других регионов мира. WhiteSquareтрадиционно объединил проекты, отражающие актуальные мировые тренды, инновационные подходы, силу креативных идей и высокий уровень эффективности современных коммуникаций.

Конкурсные работы Фестиваля White Square 2026 оценивали восемь международных составов жюри: Branding Jury, Marketing & Digital Jury, Creative Jury, Craft Jury, Media Jury, Mass Media Jury, Clients Jury и Grand Jury. В состав жюри вошли признанные лидеры мировой креативной индустрии из более чем 45-ти стран — обладатели наград крупнейших международных фестивалей, креативные и арт-директора, профессионалы в сфере маркетинга, чьи проекты формируют развитие индустрии на глобальном уровне.

Международный состав жюри обеспечил всестороннюю оценку проектов через призму стратегической значимости, культурного контекста и инновационности. Ключевыми критериями оценки выступали креативная идея и ее воплощение, а в конкурсах эффективности особое внимание уделялось измеримым результатам и влиянию креативных решений на развитие брендов и бизнеса.

Шорт-листы White Square 2026 были сформированы по итогам двух этапов судейства и профессионального обсуждения конкурсных работ международными составами жюри.

В шорт-листы White Square 2026 вошли 278 конкурсных проектов – 25% от общего числа поданных работ. Только один из четырех проектов смог пройти в финальный отбор, что подчеркивает высокий уровень конкуренции в этом году.

Попадание в шорт-лист White Square является значимым профессиональным достижением и подтверждением того, что проект вошел в число лучших работ года по версии международного жюри Фестиваля. Это признание не только качества исполнения, но и силы идеи, ее актуальности, способности привлекать внимание аудитории и достигать поставленных целей.

Финалисты White Square 2026 представляют проекты, в которых креативные идеи сочетаются со стратегической точностью и измеримыми результатами. Именно такие работы были отмечены международным жюри и вошли в число финалистов White Square 2026.

MARKETING EFFECTIVENESS

E. MARKETING EFFECTIVENESS

E1 Short-term Creative Effectiveness
entry AQUA Carpatica Choose Informed, agency Cohn&Jansen Creative Network, Romania
entry Smyle toothpaste: Polluted Fairytales, agency Fitzroy I United Playgrounds, Netherlands
entry Brusnika Developer. Agiotage, agency Voskhod, Russia

E2 Long-term Creative Effectiveness
entry VTB Classics, agency DDB Navigator, Russia
entry Papa Mozhet: From Losing Love to Sustainable Leadership, agency RoRe Group, Russia
entry Poupoune Dry + Campaign, agency TBWA\DJAZ, Algeria

E3 Brand Launch/re-launch Campaign
entry In Contrast to Everyone, agency Aida Pioneer, Belarus

E4 Breakthrough on a Budget
entry Smyle toothpaste: Polluted Fairytales, agency Fitzroy I United Playgrounds, Netherlands
entry For Winning Tomatoes, It Has To Be HEINZ., agency Heaven&Hell, China

E5 Sustained Success
entry VTB Classics, agency DDB Navigator, Russia
entry Papa Mozhet: From Losing Love to Sustainable Leadership, agency RoRe Group, Russia

MARKETING SERVICES

A. BRAND EXPERIENCE & ACTIVATION

A1 Channel / Medium
entry Dalah's Spoiler Billboard, agency VML Thailand
entry Brusnika Developer. Agiotage, agency Voskhod, Russia

A2 Use of brand experience
entry ESSA Bath Bottle, agency Panda Digital, Russia

A4 Consumer Engagement
entry Humanity Chain, agency Progression CA, Kazakhstan
entry Soil Stay, agency VML Thailand

A5 Strategy
entry Role of the Woman by Prometheus AI, agency RoRe Group, Russia

A7 Customer Retail / In-store Experience
entry Worth the Whole, agency Brilliant & Million, Thailand

A10 Gaming-Led Brand Experience
entry Scamcity, agency RoRe Group, Russia

A12 Non-profit / charity
entry Find Your SKY, agency Tandem Network, Kenya

C. PR

C1 PR Practices & Technics
entry Humanity Chain, agency Progression CA, Kazakhstan

C2 Digital & Social
entry Smyle toothpaste: Polluted Fairytales, agency Fitzroy I United Playgrounds, Netherlands

C3 Influencer
entry Ice unpacking, agency RoRe Group, Russia

C4 Use of Events & Stunts
entry Pivnov Non-Marathon: Easier Than It Seems, agency Mikhailov&Partners x Creon, Russia
entry Goalvertising, agency Plan B Eleven, Thailand
entry Humanity Chain, agency Progression CA, Kazakhstan

C6 Campaign
entry AQUA Carpatica Choose Informed, agency Cohn&Jansen Creative Network, Romania

C8 Sponsorship & Brand Partnership
entry Vaseline Huh?, agency Brilliant & Million, Thailand
entry Goalvertising, agency Plan B Eleven, Thailand

C9 Real-time Response
entry Vaseline Huh?, agency Brilliant & Million, Thailand
entry Snowflick delivery, agency RoRe Group, Russia

H. DIRECT

H3 Digital & Social
entry Praykinson, agency Dentsu Creative Thailand

H4 Strategy
entry Scamcity, agency RoRe Group, Russia

H5 Campaign
entry The Sign You Shouldn't See, agency YDM Thailand

CS. CAMPAIGNS: SECTORS

CS1 Food & Drink
entry Nature unplugged, agency proof., Bulgaria

CS4 Automotive
entry Papify, agency Tangity, Spain

CS7 Consumer Service & B2B
entry Role of the Woman by Prometheus AI, agency RoRe Group, Russia

CS11 Non-profit/Charity
entry Blackout Vows by Gabriela, agency Dentsu Creative Philippines

I. INNOVATIONS

I1 Innovations
entry Garuda Rakshak, agency Dentsu Creative India
entry Fertilizer 2.5, agency Grey Thailand

CT. CREATIVITY DRIVEN TRANSFORMATION

CT3 Customer Experience
entry Streaming Out Loud, agency TOPic & Loong, China

CT5 Crisis Response
entry The Breathing Wall, agency FCB Almaty, Kazakhstan

CT6 Seasonal marketing
entry Snowflick delivery, agency RoRe Group, Russia

MEDIA

V. CHANNELS

V1 TV & Other Screens
entry "Dress Me Kids": How a fashion brand replaced TV advertising with its own show and won, agency Okkam Creative, Russia

V2 Audio Platforms
entry Nature unplugged, agency proof., Bulgaria

V3 Print / Outdoor
entry The Breathing Wall, agency FCB Almaty, Kazakhstan
entry Towel promo, agency SLAVA, Russia
entry Dalah's Spoiler Billboard, agency VML Thailand

V4 Ambient Media
entry Grab the Sweet!, agency Ogilvy Greece
entry Towel promo, agency SLAVA, Russia

V5 Events
entry BLACKOUT COLLECTION, agency Progression CA, Kazakhstan
entry Cart Racing: How an Underground Project Became a Mass Record in Russia and the BRICS Countries, company T-Bank, Russia

V6 Digital Platforms
entry Correct Me If You Can, company RBC, Russia
entry Scamcity, agency RoRe Group, Russia

V8 Social Platforms & Influencers
entry Ice unpacking, agency RoRe Group, Russia
entry Tochka Bank. Good game!, agency Voskhod, Russia
entry The Scent That Gives You The Scene, agency Wolf BKK, Thailand

V9 Technology
entry Garuda Rakshak, agency Dentsu Creative India
entry Fraud-Roulette.ru - People's Phone Resistance Against Scammers, company T-Bank, Russia

V10 Branded content
entry "Dress Me Kids": How a fashion brand replaced TV advertising with its own show and won, agency Okkam Creative, Russia
entry “Blue Tractor” × 1st DSK: A Children’s Tale, a Business Trail, agency Proximity Media (Media Direction Group), Russia

V12 Non-profit / charity
entry The Toothless Brush, agency Inbrax, Chile

W. EXCELLENCE IN MEDIA

W1 Excellence in Media Insights & Strategy
entry The Tape Trailer, agency JONGLUCKDEE, Thailand
entry Scamcity, agency RoRe Group, Russia
entry Tochka Bank. Good game!, agency Voskhod, Russia

W2 Excellence in Media Planning
entry INFLUENCE BEAUTY x Yandex Music: Every look has its own sound!, agency PHD, Russia

W3 Excellence in Media Engagement
entry Fraud-Roulette.ru - People's Phone Resistance Against Scammers, company T-Bank, Russia
entry Call Father Frost: Putting AI at the Service of New Year's Magic, company T-Bank, Russia
entry Welcome to Capybarovsk — the City That Melted IT Hearts, company T-Bank, Russia

W4 Use of Data
entry SOS Songs, agency Binder, Brazil
entry Kotex POME Tech: How a Data-Driven Approach Brought Mothers and Daughters Closer, agency Mediaminded (Group4Media), Russia

W6 Use of Channel Integration
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan

M. MEDIA CAMPAIGN

M1 Integrated Campaign
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan
entry Pink mood burger, agency RoRe Group, Russia

M2 Low Budget Campaign
entry The Uncomfortable Cup, agency Showpony, Australia

M3 Influencer Campaign
entry Kilometres of Good Stories on Avito Auto, agency Jami Lup, Russia
entry Ice unpacking, agency RoRe Group, Russia

D. DIGITAL

D1 Websites
entry Brusnika Developer. Agiotage, agency Voskhod, Russia

D2 Interactive projects
entry Correct Me If You Can, company RBC, Russia

D3 Pre-rolls
entry For Parts — Go to Drom, agency Zebra Hero, Russia

D5 Digital Campaign
entry The Most Iconic Kit, agency Next DC, Bulgaria

D7 Branded tech and innovations
entry THE PINK CODE, agency YDM Thailand

D9 From Online to Offline Projects
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan

D11 Digital Craft
entry Brusnika Developer. Agiotage, agency Voskhod, Russia

D12 Non-profit / charity
entry The Wings of Love, agency Zebra Hero, BrainingGroup, DIDENOK TEAM, Unmute, Russia

G. MOBILE

G2 Apps
entry Praykinson, agency Dentsu Creative Thailand

SI. SOCIAL & INFLUENCER

SI2 Co-creation & Users Generated Content
entry Shell V-Power Feel Closer, company Shell, United Kingdom

SI3 Real-time Response
entry Vaseline Huh?, agency Brilliant & Million, Thailand

SI4 Influencer Campaign
entry Ice unpacking, agency RoRe Group, Russia

T. CREATIVE DATA

T1 Data-enhanced Creativity
entry SOS Songs, agency Binder, Brazil
entry Brusnika Developer. Agiotage, agency Voskhod, Russia

CRAFT

J. FILM CRAFT

J1 Direction
entry Motiv Telecom. Anti-fraud, agency Voskhod, Russia
entry The Wings of Love, agency Zebra Hero, Russia
entry For Parts — Go to Drom, agency Zebra Hero, Russia

J2 Script
entry Death of A Salesman, agency BBDO Bangkok, Thailand
entry IT’S DETTOL TIME, agency SOUR Bangkok, Thailand
entry The Wings of Love, agency Zebra Hero, Russia

J3 Art Direction
entry Hoff - A city that feels like Christmas, agency BIRCH, Russia
entry ECQWA. Caring for the nature of things, agency Contrapunto x Bureau ‘Working Title’, Russia
entry The Wings of Love, agency Zebra Hero, Russia

J4 Cinematography
entry VTB Classics, agency DDB Navigator, Russia
entry Parents can, agency RoRe Group, Russia
entry Motiv Telecom. Anti-fraud, agency Voskhod, Russia

J5 Editing
entry CAMON does it all for you, agency Big Media Moscow, Russia
entry Suzdal: Moments, agency Lestnica, Russia
entry Labyrinth, agency Voskhod, Russia

J6 Use of Music & Sound Design
entry ECQWA. Caring for the nature of things, agency Bureau ‘Working Title’ х AUX, Russia
entry Labyrinth, agency Voskhod, Russia

J7 Animation
entry ECQWA. Caring for the nature of things, agency Contrapunto x Bureau ‘Working Title’, Russia
entry The Wings of Love, agency Zebra Hero, Russia

J8 Visual effects
entry TV-3 Fantasy Worlds, agency RGBY, Russia
entry Labyrinth, agency Voskhod, Russia

Y. PRINT & OUTDOOR CRAFT

Y1 Typography
entry The Tire Quotes Campaign, agency Lup Jakarta, Indonesia

Y2 Art Direction
entry Unmirrored Speed: 'Red', 'Grey', 'Orange', agency C2 comms, Dubai, United Arab Emirates
entry Ikat soundwave, agency FCB artgroup Uzbekistan
entry For Winning Tomatoes, It Has To Be HEINZ., agency Heaven&Hell, China

Y3 Illustration
entry How to gift 84 cups and never repeat yourself, agency Showrunners, Russia

Z. EXCELLENCE IN RADIO & AUDIO

Z1 Excellence in Radio & Audio
entry Nature unplugged, agency proof., Bulgaria

MASS MEDIA CONTEST

L. COMMUNICATION

L1 Film
entry Esteban Ruiz, agency Retina, Argentina
entry IT’S DETTOL TIME, agency SOUR Bangkok, Thailand
entry Labyrinth, agency Voskhod, Russia
entry Motiv Telecom. Anti-fraud, agency Voskhod, Russia
entry For Parts — Go to Drom, agency Zebra Hero, Russia

L2 Print&Outdoor
entry Unmirrored Speed: 'Red', 'Grey', 'Orange', agency C2 comms, Dubai, United Arab Emirates
entry The Breathing Wall, agency FCB Almaty, Kazakhstan
entry Grab the Sweet!, agency Ogilvy Greece
entry Oreo Missing History, agency Republic Group, Hungary

L4 Branded Content
entry Korol i Shut at Yandex.maps, agency Re-ev Moscou, Russia

L5 Use of Humor in Advertising
entry Vitamin D Police, agency Salmon, Belarus
entry For Parts — Go to Drom, agency Zebra Hero, Russia

L6 Communication Design
entry Interamérica: The future isn't learned, agency Enredo Brand Innovation, Brazil

L7 Packaging Design
entry La Petite Mort, agency Aida Pioneer, Belarus

SN. CHANGE FOR GOOD. NON-PROFIT, CHARITY, GOVERNMENT

SN1 Health & Safety
entry The Toothless Brush, agency Inbrax, Chile

SN2 Environment
entry Fertilizer 2.5, agency Grey Thailand

SN4 Social Projects
entry The Exam, agency Weber Shandwick México
entry The Wings of Love, agency Zebra Hero, BrainingGroup, DIDENOK TEAM, Unmute, Russia

MK. INTEGRATED CAMPAIGNS

MK1 Omni-channel Campaign
entry Pink mood burger, agency RoRe Group, Russia
entry Unsticking Stereotypes, agency Zebra Hero & After Agency, Russia

MK3 Brand Loyalty Campaign
entry “Thanks for Your Son and Daughter”: The T-Glory Recognition Experience, company T-Bank In-house Team, Russia

MK4 Breakthrough on a Budget
entry Lipstick with Pelmeni Flavor, agency Mikhailov&Partners, Russia
entry Ho-Ho-Hondoms, agency Panda Digital, Russia

MK6 Creative Strategy
entry Wedding White Color, agency Aitys Advertising, Kazakhstan

MK7 Collaboration of Brands
entry Korean Mood, agency BBDO Group, Russia
entry Okko x Spartak: Storyboard of a Great History, agency Okko, Russia
entry Pink mood burger, agency RoRe Group, Russia

MD. DIGITAL & MOBILE

MD1 Digital Tools
entry Korol i Shut at Yandex.maps, agency Re-ev Moscou, Russia

MD2 Mobile Tools
entry SOS Songs, agency Binder, Brazil

MD3 Digital & Mobile Campaign
entry Korol i Shut at Yandex.maps, agency Re-ev Moscou, Russia
entry Avant-garde Archetypes: GigaChat and Kandinsky Help Understand Art at the Tretyakov Gallery, agency SberMarketing, Russia

MD4 Social & Influencer Campaign
entry Burak Ozcivit and Avito: The theater begins with a wardrobe!, company Avito, Russia
entry Ice unpacking, agency RoRe Group, Russia

S. CHANGE FOR GOOD. BRANDS

S1 Health & Safety
entry Praykinson, agency Dentsu Creative Thailand
entry The Uncomfortable Cup, agency Showpony, Australia
entry The Sign You Shouldn't See, agency YDM Thailand

S2 Environment
entry The Breathing Wall, agency FCB Almaty, Kazakhstan

S3 Gender Equality
entry Blackout Vows by Gabriela, agency Dentsu Creative Philippines
entry THE PINK CODE, agency YDM Thailand

S4 Social Projects
entry Garuda Rakshak, agency Dentsu Creative India

S5 Prosperity
entry By That Count, Every Day Is Math Day, agency DAO. Yandex Education Creative Studio, Russia

S6 Other Projects
entry Their World, agency BBDO, Russia

MA. REACH

MA1 Brand Experience & Activation
entry Ice unpacking, agency RoRe Group, Russia
entry Dalah's Spoiler Billboard, agency VML Thailand
entry Soil Stay, agency VML Thailand

MA2 PR
entry Meownd It Out, agency Dentsu East Japan
entry Fraud-Roulette.ru - People's Phone Resistance Against Scammers, company T-Bank, Russia

MA4 Use of Media
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan

EFFORTS & ACHIEVEMENTS

СD. DIGITAL & MOBILE

CD2 Mobile Tools
entry SOS Songs, agency Binder, Brazil

CD4 Social & Influencer Campaign
entry Ice unpacking, agency Voskhod, Russia

CA. REACH

CA1 Brand Experience & Activation
entry The Uncomfortable Cup, agency Showpony, Australia
entry Soil Stay, agency VML Thailand
entry Dalah's Spoiler Billboard, agency VML Thailand

CA2 PR
entry Meownd It Out, agency Dentsu East Japan
entry Smyle toothpaste: Polluted Fairytales, agency Fitzroy I United Playgrounds, Netherlands
entry The Toothless Brush, agency Inbrax, Chile
entry Fraud-Roulette.ru - People's Phone Resistance Against Scammers, company T-Bank, Russia

CA4 Use of Media
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan

CB. STRATEGY

CB1 Creating of brand-platform
entry VTB Classics, agency DDB Navigator, Russia

CB2 Branding Strategy
entry LIVE PLATFORM OF OPPORTUNITIES, agency Salmon, Belarus

CL. COMMUNICATION

CL1 Film
entry VTB Classics, agency DDB Navigator, Russia
entry IT’S DETTOL TIME, agency SOUR Bangkok, Thailand
entry THE KAPRAO CRIMINALS, agency Wolf BKK, Thailand

CL2 Print&Outdoor
entry The Breathing Wall, agency FCB Almaty, Kazakhstan
entry Oreo Missing History, agency Republic Group, Hungary

CL4 Branded Content
entry The Scent That Gives You The Scene, agency Wolf BKK, Thailand

CL6 Communication Design
entry Dmitri Hvorostovsky Krasnoyarsk Foundation for Arts Development, agency BBDO Branding, Russia
entry Pink mood burger, agency RoRe Group, Russia

CL7 Packaging Design
entry GPTea, agency BBDO Branding, Russia
entry Pink mood burger, agency RoRe Group, Russia

CK. INTEGRATED CAMPAIGNS

CK1 Omni-channel Campaign
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan

CK2 Brand Launch / Re-launch Campaign
entry Fertilizer 2.5, agency Grey Thailand

CK3 Brand Loyalty Campaign
entry Garuda Rakshak, agency Dentsu Creative India
entry Papify, agency Tangity, Spain

CK4 Breakthrough on a Budget
entry For Winning Tomatoes, It Has To Be HEINZ., agency Heaven&Hell, China
entry Whiskas® loCATor, agency Ogency / Jam / CITIX, Kazakhstan

CK5 Collaboration of Brands
entry Good Stories Chat, company Avito, Russia
entry Pink mood burger, agency RoRe Group, Russia

В некоторых номинациях шорт-листы не присуждены.

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.