The International Festival of Creativity White Square 2025, known as one of the largest platforms for the exchange of experience in advertising, marketing and communications, has completed the competition program and announced the winners. This year's festival attracted a record number of participants — 1,210 works from 38 countries, including Europe, the CIS, Asia, North and Latin America, the MENA region and China.
Key results and outstanding projects
The main prize-Grand Prix-was awarded to Hotel La Argentina by Mercado McCann agency (Argentina). This project became the undisputed leader in several categories at once: Best of Creative Contest, Best of Marketing Services Contest, Best of Brand Collaboration and Best of Branded Content, demonstrating an outstanding level of creativity and integration.
Special attention was drawn to the participation of Uzbekistan: the Synthesis agency was recognized by the jury for the Visible bag project, which won:
- Best of Branding Contest
- Best of Promotional Printed Materials
- Best of Ambient Media
- Best of Retail Promotions & Competitions
The work of Uzbek creators was noted for the combination of original design, social significance and high quality of performance, becoming a notable event of the festival.
Geography of winners
The festival emphasized the global nature of the industry: among the winners were agencies from Argentina, Great Britain, Thailand, the United States, Uzbekistan, Kazakhstan, Russia, Peru and other countries. For example:
- Best of Media Contest — The Ordinary Life Hearing Test, CJ Worx (Таиланд)
- Best of Digital Contest — Name This Oreo, VML New York (США)
- Best of Craft Contest — The Boy & The Octopus, adam&eveDDB (UK)
Judging standards and new categories
The works were evaluated by six international juries, which included world creative leaders, winners of Cannes Lions, D&AD, Effie and other prestigious festivals. In 2025, White Square introduced Best of Contest awards in key areas for the first time, which made it possible to identify the most powerful projects in each category and further increase the level of competitive selection.
The main evaluation criteria included:
- the power of a creative idea;
- quality of implementation;
- media integration;
- efficiency in solving business problems.
Special achievements
The title Agency of the festival was awarded to Voskhod (Russia), which collected an impressive number of awards and shortlists. The best Belarusian agency was named PG (Belarus), whose projects also received high marks from the jury.
White Square has confirmed its status as an industry trending platform. According to the jury members, the level of judging met the highest international standards, and the quality of applications remains one of the highest among creative festivals in Eastern Europe. The White Square awards are increasingly appreciated by the professional community, and the festival continues to play a key role in promoting ideas that can change the advertising market.
