BLOOD RELATIONS by BBR Saatchi & Saatchi Israel for THE PERES CENTER FOR PEACE

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BLOOD RELATIONS

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Industry Public Safety, Health & Hygiene
Media Direct marketing, Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Director Guy Michael
Creative Director Tomer Gidron, Eran Nir
Art Director Nathan Freifeld
Copywriter Shachar Aylon
Producer Bosmat Marmarely
Digital Creative Director Eddie Goldenberg
Strategic Planner Rachel Friend
Editor Guy Dagan
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Public Health & Safety, Public Awareness Messages Gold

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: THE PERES CENTER FOR PEACE
Product/Service: RECONCILIATION
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Advertiser THE PERES CENTER FOR PEACE
Product RECONCILIATION
Entrant BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Type of Entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Title: BLOOD RELATIONS
Advertiser/Client: THE PERES CENTER FOR PEACE
Product/Service: RECONCILIATION
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
DM/Advertising Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Chief Creative Officer: Yoram Levi (Baumann Ber Rivnay Saatchi & Saatchi)
Vice President/Agency Producer: Dorit Gvili (Baumann Ber Rivnay Saatchi & Saatchi)
Creative Director: Eran Nir (Baumann Ber Rivnay Saatchi & Saatchi)
Creative Director: Tomer Gidron (Baumann Ber Rivnay Saatchi & Saatchi)
Digital Creative Director: Eddie Goldenberg (Baumann Ber Rivnay Saatchi & Saatchi)
Copywriter: Shachar Aylon (Baumann Ber Rivnay Saatchi & Saatchi)
Art Director: Nathan Freifeld (Baumann Ber Rivnay Saatchi & Saatchi)
Producer: Bosmat Marmarely (Baumann Ber Rivnay Saatchi & Saatchi)
Account Executive: Noa Sharf (Baumann Ber Rivnay Saatchi & Saatchi)
Account Group Director: Nir Federbush (Baumann Ber Rivnay Saatchi & Saatchi)
Senior Planner: Guy Gordon (Baumann Ber Rivnay Saatchi & Saatchi)
Strategic Planner: Rachel Friend (Baumann Ber Rivnay Saatchi & Saatchi)
Digital Art: Steve Reiches (Baumann Ber Rivnay Saatchi & Saatchi)
Programmer: Leonid Angarov (Baumann Ber Rivnay Saatchi & Saatchi)
Initiator Of The Idea: Jean-Christophe Royer (Baumann Ber Rivnay Saatchi & Saatchi)
Editor: Guy Dagan (Baumann Ber Rivnay Saatchi & Saatchi)
DOP: Benjamin Hiram (Baumann Ber Rivnay Saatchi & Saatchi)
Director: Guy Michael (Baumann Ber Rivnay Saatchi & Saatchi)
Music: Tomer Beran (Baumann Ber Rivnay Saatchi & Saatchi)
Describe the brief from the client
The objective of Blood Relations was to use creative thinking to help bring the Israeli and Palestinian communities closer together.
The strategy was to bypass the official peace process – which has stagnated for decades – and engage the 2 communities at a grassroots level by drawing attention to their common humanity.
The activity targeted both those directly in involved in the conflict as well as stakeholders and any other concerned citizens around the world.

Creative Execution

Blood Relations draws its relevance from the fact that it focuses on the shared humanity and commonalities between Israelis and Palestinians – not on their political differences.
It bypassed the many intractable political and historical issues that separate the 2 sides and encouraged them to look at one another as human beings with a shared destiny.
The emotional bonds that formed spontaneously between donors as they lay down side-by-side to give blood were powerful and they immediately inspired a new conversation.


Describe the creative solution to the brief/objective.

Blood Relations was born of a simple thought: 'Could you hurt someone who has your blood running through their veins?'
We organised mutual blood donations, starting with those with the most reason to hate – bereaved Israeli and Palestinian families. Through doing so, we asked people to stop spilling blood and to start sharing it. People across the world who couldn’t donate blood physically showed their support by donating virtual blood on Facebook.


Describe the results in as much detail as possible.

-The blood donation event was featured on national news, reaching a staggering 24% rating (approx. 1.6m people)
-The Mutual Blood initiative was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and other leading media outlets
-The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support
-Blood Relations got a direct response from the United Nations and the White House and other organisations are coming forward to take part such as the US Congress, US State Department and The International Red Cross.