A parallel Worlds

Sunday July 25 2010 / Science & Technology - Art & Design

Challenges don't come much bigger than this. BBR Saatchi & Saatchi Tel Aviv have called upon the advertising community to help solve what could be the most difficult brief in the world: to end 60 years of conflict between the Israelis and the Palestinians.

The advertising world is used to tough demands from challenging clients - but none can quite top this brief from the Tel Aviv-based agency. Through the website theimpossiblebrief.com they are asking people worldwide to put their creative minds to good use and submit ideas on how to unite the Israeli and Palestinian communities.

"We are not naïve enough to think that The Impossible Brief will solve all the problems in the Middle East," explain creatives Eran Nir and Tomer Gidron, "however, what excites us about creativity is that one brief can lead to many different perspectives and creative solutions. In our agency group, the team includes both Israeli Jews and Arabs. Together, we wanted to create something we felt passionate about. We share the common vision of wanting to bring our two nations together and decided to open it up to the creative community to consider creative solutions on how to do this."

The initiative was launched at the Cannes Festival and grew from frustrations that, after six decades, political leaders have still failed to reach an acceptable diplomatic remedy. But after so many failed solutions, what do Nir and Gidron believe the ad industry can offer? "We view advertising as creative problem-solving," they say, "and the advertising community is home to some of the most creative minds in the world. We want to channel the creativity, innovation and the 'give-it-a-go' fearless attitude that is so characteristically found in this industry and see what the fresh perspective can bring."

The agency is looking for any "out of the box" inspiring ideas that have the potential to bring the two communities closer. Submissions can take any form - be it a written description, multimedia presentation or hand-drawn sketch - and the best will be presented to the Palestinian and Israeli parliaments. And if the thought of receiving a Nobel Peace Prize for your efforts isn't enough, the overall winner will also bag a free delegates pass to next year's Cannes Lions Festival.

You can follow the progess and take part in the discussion on Facebook and contribute your own great idea at theimpossiblebrief.com.

Suggested by
Ian Skellern