One year on, Impossible Brief results announced in Cannes

Cannes - BBR Saatchi & Saatchi Israel in partnership with the Peres Centre for Peace last night announced the 19 finalists and the leading idea received in response to ‘The Impossible Brief', an initiative launched at last year's Cannes International Advertising Festival (2010).

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, The Impossible Brief received responses from 67 nations, from many of the world's leading agencies and best creative minds. 19 outstanding ideas from the submissions were selected by a panel of international, Palestinian and Israeli judges and have been brought together in a limited edition book and art exhibition that launched last night.

CEO of BBR Saatchi & Saatchi Israel, Yossi Lubaton 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."

"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."

Dr Aliza Savir, Deputy Director General of The Peres Centre said: "Shimon Peres founded the Peres Center for Peace with the aim of furthering his vision, in which the people of the Middle East region work together to build peace through socio-economic cooperation and development and people-to-people interaction."

"This unique project emphasises the need to revisit traditional peace-building initiatives and to take a fresh approach to peacemaking that is reflective of the current world. Joint projects such as the Impossible Brief will show that through creativity and motivation we can develop a culture of peace."

The judges also selected a leading idea from the 19 finalists: ‘Mutual Blood' submitted by Jean-Christophe Royer, an award winning Creative Director at 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.

Yossi Lubaton said: "‘Mutual Blood' was selected 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

For the full story on the Impossible Brief to date watch:

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