Cannes - In the search for a solution to the Israeli-Palestinian conflict which has lasted more than 60 years, BBR Saatchi & Saatchi Tel Aviv has created 'The Impossible Brief'.
The initiative sets out to invite creative minds from around the world to propose their own 'out of the box' solutions on how to bring together two nations that for a long time have been physically close, yet mentally worlds apart.
To date, the political leaders have failed to reach an acceptable diplomatic solution. Our idea was to challenge the leading creative minds gathering for a week at the 2010 Cannes Lions Festival.
We are spreading the message through widespread activity surrounding the festival, including outdoor advertising, promo teams, personalized SMS and Facebook invitations, and a dedicated campaign minisite.
The most inspiring solutions will be selected by a joint panel of Israeli Jews and Arabs from BBR Saatchi & Saatchi Group, and will be presented to members of the Palestinian and Israeli parliaments. The overall winner will receive an entry pass to the 2011 Cannes Lions.
For the full text of the brief, go to: www.theimpossiblebrief.com
The Impossible Brief Facebook page: www.facebook.com/the.impossible.brief
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