Category: Professional Services
Media: Film
Brand: White Square
Agency: AIDA
Geo: Belarus
Advertising Agency: AIDA Pioneer Branding & Creative, Minsk, Belarus
Creative Director: Alexey Cherniavsky
Art Director: Viktor Sevriukov
Copywriter: Elena Kurets
Photographer: KANAPLEV+LEYDIK
Additional credits: Strategist
Published: February 2017
Description: 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.