The "White square" is an international festival of marketing and advertising.
Our task was to come up with a concept for the festival, to create a logo identity and idea of an ad campaign.
The image of the fight ring has become a key metaphor for this year's festival corporate identity. One of the main festival venues in Eastern Europe is turning into a prestigious tournament, where advertising and marketing professionals gather to show their best works and try their hand at it.
Together with a duo of famous Minsk photographers Kanaplev + Leiydik we made a series of posters with the tagline "Creativity Wins". The idea of the photoshoot was to show advertisers as fighters in their moments of victory. After all advertising is a fight. It is a daily battle for ideas and their implementation for tenders and festival awards.
The faces of the campaign were recognized experts from different spheres of the ad business, members of the White Square jury, winners of prestigious international awards: Vitaly Bykov, Andrey Logvin, Dmitry Apolenis, Lola Tehver, Vladimir Kobets, Marko Edfelt.
The PR campaign of the festival was held in several stages. Numerous ad materials based on the photoshoot were created.