Kevin Roberts Presents 'The Impossible Brief' to Shimon Peres

Tel Aviv - BBR Saatchi & Saatchi Tel Aviv are honoured to announce that last week, Kevin Roberts, CEO Worldwide of Saatchi & Saatchi presented 'The Impossible Brief' to President of Israel and Nobel Peace Prize winner, Shimon Peres. Also present at the meeting were Yossi Lubaton, CEO of BBR Saatchi & Saatchi and Yoram Baumann, Chairman BBR Group and Founding Partner.

Kevin Robert's visit to Tel Aviv took place within the framework of Saatchi & Saatchi Tel Aviv's 25th anniversary, an event commemorated by a champagne reception at the Peres Centre for Peace. This was followed by an inspiring speech given by Kevin Roberts, attended by the entire agency and client representatives.

Launched at the Cannes Lions Festival this year, The Impossible Brief initiative invites creative minds from around the world to "consider creative solutions on how to bring together two nations that for a long time have been physically close, yet mentally worlds apart". The Brief was launched across multiple channels, including outdoor, poster and digital, and through giveaway merchandise. Early advocates of the project include Marcello Serpa, executive creative director at BBDO Brazil, David Droga, and Hollywood celebrity Ben Stiller.

The Impossible Brief was borne out of the BBR Group, a collection of creative agencies which includes both Israeli Jews and Arabs. Together, they wanted to help bring their communities closer together, to use creativity as a force for positive social change in a politically troubled region.

Four months into the launch of The Impossible Brief, a real and positive conversation is evolving, attracting entry submissions from all over the world - including many from friends throughout the Arab world. Additionally, the campaign website and Facebook page have received tens of thousands of visitors, and hundreds of articles about the initiative have appeared on websites and blogs around the world.

Campaign website:

Campaign Facebook group:

YouTube links:

Photo (l to r): Yoram Baumann, Shimon Peres, Kevin Roberts and Yossi Lubaton

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