• Organizer: Advertising Organizations’ Association ( AOA)• Festival is held under aegis of• Ministry of trade of the Republic of Belarus• Place for official events:• National Library of Belarus• Place for official Award Ceremony:• Palace of the Republic• Festival Directorate and Founder of the Festival:• Advertising Agency “Belaya Karona”• The Program of the International Advertising Festival is

oriented for 400-450 accredited participants from Belarus and other countries and 2000-2500 visitors.

• Not less than 1500 contest works are planned to be involved.

• Festival is held during 3 days, 26-28 of March 2009.• Formal events of the Festival include contest, exhibition,

master classes and workshops in different spheres of advertising activities. Informal events of the Festival include opening ceremony, 1st and 2nd day parties and 3rd day award ceremony.

About Festival

• Great ideas can change the world. • That’s why they should be pure.• First came an idea. Pure idea. Then came a sheet of paper. Pure, clean sheet

of paper. On it the idea got its shape.• Clean sheet of paper – white quadrate as symbol of space. Space for

creativity, creative work in advertising. Advertising is art, applied art that functions within specified limits. Here are some limitations but no limits for creator’s imagination. Creative process can’t be described with the help of mathematical equation or formula. Much as pedantic scientists tried to unveil the secret of Malevich’s avant-garde squares, their attempts to follow the creative idea always collapsed. The Truth Is Out There. But it is elusive as well as the thoughts of the man who is working on the sheet of paper, white quadrate. He is lead by pure wish not to validate purity, cleanness of the substance by their hasty painting and on the contrary to ennoble the paper with striking ideas which can be implemented in particular product. Behind great world brands stand pure advertising ideas.

• “White Square” is a festival mix, mixture of professional excitement, passion and inspiration of ad men in different countries (the language of advertising is undoubtedly international). The result of this creative mixture will be works of winners which in their turn set the pace and level of the future advertising.

• Festival “White Square” has a mission to bring back to the advertising its role of being art and not of being universal irritant. No wonder that the place for such festival is Belarus or White Russia. Being white, pure, clean and primordial is marked in its name. Belarus is situated in the centre of traditionalistic, conservative Europe. But it always championed new avant-garde ideas and trends. However it is not acceptable to speculate about it. As you know that all masterpieces are made not for Vanity Fair but for satisfaction, satisfaction of the creator’s sole.

• So we go on writing the festival advertising history of XXI century. Bended over the white sheet of paper, bended over the “White Square”.

Festival creative concept.

• International Advertising festival has an honorable mission to expand boundaries of the advertising market of Belarus, to mobilize foreign investments into this sphere, competitive recovery of the Belarusian businesses and goods both within Belarusian boundaries and abroad thanks to improving quality of advertising and competence of the specialists.

• Advertising festival is an international event that has a mission to further professionalism of Belarusian advertising specialists, enhance the prestige of the occupation. The Festival is going to be held regularly so that it will help to consolidate received experience and search new creative

decisions in the sphere of advertising.

Mission of the Festival.

• Goals.• Belarusian advertising improving and volume increase.• Media budget growth.• Advertising market development.• Development of the Belarusian advertising consumer

culture. Work out new directions which will help to develop good consumers’ attitudes towards advertising.

• Demonstration of best home and foreign advertising achievements.

• Assistance in creating good condition for production advertising of Belarusian brands on the international level and for promotion of the Belarusian goods both on and outside the domestic market.

• Positioning advertising as independent, self-sufficing art.• Ad man positive reputation support.• Great opportunity for young specialists in PR and

advertising to introduce themselves.• Tasks.• To select and awarding the best and the most creative

contest work in all the nominations of the contest.• Organizing and holding workshops on the most important

and urgent problems of the advertising market development.

• • Organizing and holding master classes and

presentations for beginners.• Presentation of the advertising latest developments.

Main goals and tasks.

• The need of holding International Advertising Festival in Minsk is obvious:

• Holding International Advertising Festival will allow raising the level of the skills of Belarusian advertising agencies, develop their capacity. That will lead to raising Belarusian enterprise and goods competitiveness both on domestic and foreign markets.

• Now it’s time for• Belarusian advertising has already established a good reputation on

different European and World festivals and contests. Having a great potential for development, it needs professional cultivation in Belarus where a good school for young ad specialists has already been formed. Holding International Advertising Festival will allow ad professionals fully implement their creative search and beginners will be able to demonstrate their skills and make themselves known.

• Being on a par • Working on the field of advertising one should always observe new

tendencies and technologies. Non-stop professional development and getting brand-new knowledge is priority for professional ad men.

• “White Square with the most competent ad market representatives.• Being equal among the best• One of the “White Square’s” principles is equality of all its participants.

Because of not very big market size and small incomes of the majority of Belarusian advertising agencies as a rule only the biggest can exhibit their works on international advertising contests. “White Square” will be a first assured step to wining the professional recognition for the young and promising specialists and agencies together with already acknowledged leading agencies. Such principle is consonant to the festival main concept that it is not the money that matters but the purity of idea and the form of its creative expression.

Now it’s time for….

•Today the professional advertising community is consolidated into Advertising Organizations’ Association (AOA). It numbers more than 20 big advertising agencies which have more than 10 year experience of working on the market. Among them there are numerous winners of different advertising festivals both in Belarus and abroad. Leading participants of the Belarusian media market. •The Association actively cooperates with the government. AOA together with governmental organizations such as Ministry of trade etc. formally participates in working out acts on the advertising matters. Besides Association with the participation of the representatives of the Ministry of Trade, Ministry of taxes and duties and Ministry of Economy holds seminars and workshops for it’s members in order to more detailed studying laws that are connected with advertising and prevention these law’s violation.•Members of Advertising Organizations’ Association:•“Adventa Initiative Media” Ltd.,”Advertmedia” Ltd., Joint Enterprise “BelPronto” Ltd., •Unitary Enterprise “Belaya Karona”, “Big Board” Ltd., “ Video International – Minsk” Ltd.,•“Mackenn Ericson – Universal” Ltd.,, Unitary Enterprise “ProspectPress”,• Joint Enterprise “Reforte” Ltd., “Smart Communications Group” Ltd., “TAXI” Ltd., Unitary Enterprise “Focus-Group”, “SMG” Ltd., “Color Express” Ltd., “Maxima-Minsk” Ltd., “Media VE” Ltd., Sole proprietor “Novak”, Republican Unitary Enterprise “Optimum Media Direction”, Unitary Enterprise “ PenGuin”, Joint Enterprise “Primary” Ltd., “Three whales”., “Spell”.»

Combining efforts

•To optimize the choice•Audience of advertising festivals is always divided into 2 categories: advertisers and ad men. For advertiser to participate in the activity is a great opportunity to gather ad creators for his product. It is advertising of high quality and created in a good taste that becomes memorable for consumer. It is such advertising that is the most effective. The company that wants to success in market development of their goods and services needs only to choose for itself who is able to create such ad and turn to this organization.•To support high standard•Supporting professional activities in any sphere and especially in such a creative as advertising is – is a big responsibility. If the company sponsors an advertising festival it takes the responsibility of supporting above standards in advertising. On the other hand the fact of sponsorship of similar events stands it out against a background of other companies, it creates the image of professionally working on the modern market prosperous organization.•To form loyalty•Advertising festival is advertising for those companies which support it. Target audience of such advertising is top-manager and marketing directors of big enterprises who can influence decision making. Besides admass showing particular interest in advertising in mass media will appreciate all social importance of such initiative of being a Partner who supports The Festival. An additional advantage is an opportunity to create original forms of branding promotion forming their loyalty in long-term outlook. •To implement promotion•During the Festival a big advertising campaign with using different media will be held. The partner of the festival and his social initiative will be introduced to admass. Besides, International Advertising Festival “White Quadrate” has a great potential to introduce it’s partners to the public. Availability of conference- and concert halls, spacious exhibition room gives an opportunity for holding a number of promo activities which are gathered in one big plan and are logically coordinated in one spectacular event. All above mentioned will help to create an image of the sponsor (Partner of the Festival) and to highlight his high status.

For our partners

•• Advertising agencies, advertising producers, publishing companies, mass

media, governmental organizations, advertisers and other representatives of the advertising market are invited to the Festival.

• At the contest representatives from such countries as Belarus, Latvia, Lithuania, Russia, Ukraine, Moldova, Poland, Estonia, Georgia, Azerbaijan, Armenia, Czech Republic, Slovakia, Bulgaria, Italy, Austria, France, Germany, Great Britain, Israel and etc. will take part.

• The program of the Festival consists of 3 parts:• contest;• education (workshops, master classes, conferences,

demonstrating of commercials;• informal (parties).• The program of the Festival also includes exhibition of printed contest

works, exhibition of best works for the last decade, exhibition on the Belarusian advertising market development history.

• Also in program is included the demonstration of commercials winners and participants of international advertising festivals.

Participants and the Program of the Festival

• TV- and film advertisement• Printed and outdoor advertisement• Corporate identity• Advertising photography• Radio advertisement• Graphic design • Outdoor & Indoor design• Label and package• Internet advertisement• Media project• BTL, PR и DMprojects• Advertising campaign• Original advertising medium• Creative Festival agency• Grand prize.• Special Contest Festival Program• Is held on gratuitous basis and has a goal to raise an image of the

occupation of ad man, to decide socially important tasks with the help of the best creators, creation a collection of best advertising works for the last decade.

• Consists of a few parts:• Creating public service advertisements on specially defined topics

(not less than 3, are being discussed) • Best decade work (2 works (printed and TV) from each agency;

free of charge); • Additional Contest Festival Program• Can be organized for main partners of the Festival after the

agreement of the organizers of the festival.

Main Contest Festival ProgramThe program of main contest includes awarding the best works in the following nominations:

• Within the educational program the following activities are planned:

• Master classes and seminars that will be held by jurymen and specially invited competent advertising market representatives

• Debates and round tables about urgent questions of Belarusian advertising market development

• New advertising products and technologies presentations

• Presentations of works of International advertising contests’ winners.

• Ceremonial Program• Opening Ceremony• 2nd day party• Awarding ceremony with Belarusian and foreign

advertising celebrities.

Educational Program

• The jury of the festival is international and consists of creative managers of leading advertising agencies, famous directors and designers for Belarus and other countries.

• The main criteria for estimation contest works:

• original creative concept;• quality of fulfilling the advertising idea.• Festival Prizes and Awards • In each contest nomination 1st, 2nd and 3rd places are

awarded, also the jury decides on the short list (contest finalists)

• In each contest the jury makes an additional award ”Best contest work” (or Contest Grand Prize)

• Additional special awards can be presented to individual works after the jury’s decision.

• After all the contests of the main program the jury decides the best festival advertising work and awards it with Festival Grand Prize.

• Besides, organizers, partners and sponsors can award special prizes for individual works

The jury of the Festival