«It is like absorbing intravenously the excellence of creativity for a couple of days». About the benefits of participation in advertising festivals we asked Nikolina Popovic, Creative Director at Grey MENA, Qatar: “I believe in the power of creativity. Undoubtedly it moves forward business, influences culture and brings change. Therefore, advertising festivals are pure concentrate of amazing results in business, culture and creative industry. It is like absorbing intravenously the excellence of creativity for a couple of days. You boost own ambitions and widen your horizons. White Square does exactly the same and even more. Because White Square is organized in a way that everybody are closely connected all the time during the festival, whether you are jury or visitor. This is so precious nowadays. Being a Slavic soul, I particularly enjoyed the place and use of culture in advertising”.