19 for The Impossible Brief

Advertising, Cannes Lions, Marketing

BBR Saatchi & Saatchi Israel in partnership with the Peres Centre for Peace have announced the leading idea and 19 finalists received in response to “The Impossible Brief”, that began at the Cannes Lions International Festival of Creativity by issuing a call to the creative community to come up with original, creative, and inspiring suggestions for a way to bring Israelis and Palestinians closer together

One year on, The Brief received responses from 67 nations, from many of the world’s leading agencies and best creative minds. 19 outstanding ideas were selected by a panel of international, Palestinian and Israeli judges and brought together in a limited edition book and art exhibition that launched at the 2011 Festival last week.

We have been overwhelmed and delighted by both the number and the quality of responses from all over the world. Looking outward from the Middle East, it is truly exciting to see the global creative community harnessed into action for a single cause, and to bear witness to the power of collaboration

We are not naive in thinking that the Impossible Brief will find the solution for peace in the Middle East, but I hope with all my heart that this is the first step in bringing our two peoples closer together, and that in our lifetime we will witness better, brighter, and more collaborative times.

Yossi Lubaton

CEO of BBR Saatchi & Saatchi Israel

The leading idea selected by the judges from the 19 finalists was “Mutual Blood”, submitted by Jean-Christophe Royer, an award winning Creative Director  BETC Paris, who has done courageous work previously in issues of social justice (see materials attached for full details). The idea was illustrated by Nimrod Reshef. The concept was also later submitted in a similar form by Ben Drummond and Tristan Williams, Iris, London.

“Mutual Blood” was chosen by the judges as the leading example of the fearless creativity that defines our industry. I hope that all of the ideas will inspire others to use their own creative capabilities for the benefit of their fellow man

Anyone who wishes to implement either the winning idea or indeed any of the other ideas is more than welcome to take up the challenge. We invite further discussion about the possibility on The Impossible Brief Facebook page http://www.facebook.com/the.impossible.brief.

Yossi Lubaton