News / 28 DECEMBER 2011

“Black Square” and “White Square”: what do they have in common? The very simple at the first sight idea of the black square created by Malevich still keeps a lot of famous scientists tensed. They try to figure out the key of the attractiveness: straight lines, contrast colors… In the same way people are attracted by the idea of the white square — a pure element of creative thought, a source of inspiration for critical minds, a tool to express the brightest advertising ideas. The International Advertising Festival “White Square” absolutely represents the idea of a free space for creative minds which has some objective limits for expression but do not have borders for the flight of a thought.

The Festival “White Square” takes place in Belarus — the country where Malevich developed his skills and the one that welcomes professionals who want to show their works in advertising and marketing by competing with the colleagues from a wide range of countries. During the IIId Festival in 2011 the total number of works was 1272 and they were received from 20 countries. The name of a host country — Belarus — also connotates this symbolism of whiteness as something pure and clean, proving that this country in the core of Europe is a right place to welcome all the innovative and creative ideas from all over the world.

The IVth International Festival in Advertising and Marketing “White Square” will take place in Minsk in the period of April 19 - 21, 2012. The format of the event is being constantly improved, considering all the suggestions and critics of the audience. The level of preparation is from the very beginning on a very high level, which makes it competitive with the same festivals in other countries. That helps the content of the event to gather just positive feedback. The participants highlight the professionalism in suggested scientific-educative program. “White Square” is the most business-oriented festival which means that taking part there is not working just for your status. It is a bunch of necessary knowledge for professional growth of the company, its marketing activities and competitiveness. “White Square” is young and absolutely innovative for Belarus and it has a lot of potential being already in the first year awarded the rate of creativity by Ukrainian Advertising Coalition and in the last year — by Russian Association of Communication Agencies.

The registration procedure for both participants and guests is very convenient. According to the rules of the Festival one can register the works that have been created and realized in advertising campaigns in a period since 1^st of January 2011 till 26^th of March 2012. The works must be registered on the web-page www.adfest.by and either upload on ftp-server there or send to the Direction of the Festival. The period of application is opened since 1st of December 2011 till 26^th of March 2011. The system of discounts and bonuses are available. For more detailed information and registration go to www.eng.adfest.by.

The reasons for taking part in the festival reflect a square with its four angles. The four aspects of being a part of the event include:

• The unique chance to show the best works done by the company you represent and to create trends for the next year. Being a spring event, The “White Square” is opening a new working year in the sphere of advertising and marketing;

• The possibility to enjoy our scientific-educative content in the form of workshops, master-classes and seminars in the spheres of advertising, marketing, branding. We invite only highly-professional speakers with a successful practical experience in their countries — we also welcome you to become our speaker and to share your experience with us!

• A reason to explore Belarus — a European country with developed traditions and rich history. We welcome you to visit us and enjoy Belarusian hospitality and openness, to try traditional food and see the well-known beauty of local girls with your own eyes.

• The last but not the least “angle” — the social part of the festival. In the modern world we all know the importance of social networks but we still do not deny the efficiency and joy of personal communications. The “White Quadrate” is a great chance to get to know interesting people, make connections and simply enjoy non-formal communication with our guests.

The “White Square” is a festival-cocktail that is mixed on creativity, inspiration and open boarders for communication among people from different countries. It opens the floor to the international exchange of skills and experience as the language of advertising is universal, it has no nation and no country, people from all over the world can understand it. The “White Square” is the source of inspiration for advertising industry; it opens new opportunities for enforcing creativity and fresh ideas. But to understand the atmosphere just hearing about it is not enough — this is one of the cases when personal experience decides. We welcome you to the Festival to help us writing the history of 21^st century… from the clear page… from the “White Square”!