The Impossible Brief results announced in Cannes
Voluntary blood transfusions, a mixed school and a staged alien invasion...just a few of the finalist ideas in The Impossible Brief.
The impossible Brief began at the Cannes Lions International Festival of Creativity last year, asking the creative community to come up with ideas to bring Israelis and Palestinians closer together.
The winning project out of the 19 final ideas, as chosen by Palestinian, Israeli and international judges, was ‘Mutual Blood’. This was submitted by Jean-Christophe Royer and illustrated (left) by Nimrod Reshef. The idea was later put forward by Ben Drummond and Tristan Williams, Iris, London.
The Mutual Blood idea was: “Organize a huge blood transfusion operation between volunteers from both countries. I just hope that there are many volunteers...Would you still kill someone who’s got your people’s blood inside them?”
BBR Saatchi & Saatchi Israel in partnership with the Peres Centre for Peace announced the 19 ideas, which were brought together in a limited edition book and art display at this year’s Cannes festival, which took place last week.
Other ideas in the final 19 included a band, a mixed school, a wall with pictures of children from the other side on it, a tug of war and staging an alien invasion so the two sides have to work together.
Yossi Lubaton, CEO of BBR Saatchi & Saatchi Israel, said: “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.
“’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.”