THE IMPOSSIBLE BRIEF by BBR Saatchi & Saatchi Israel for THE PERES CENTRE FOR PEACE

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THE IMPOSSIBLE BRIEF

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Industry Political/Religious/Trade Organizations, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Ben Sever
Art Director Eran Nir
Copywriter Tomer Gidron
Producer Bosmat Marmarely
Account Supervisor Nir Federbush
Digital Creative Director Eddie Goldenberg
Editor Uri Dagan
Released June 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: THE PERES CENTRE FOR PEACE
Product/Service: PUBLIC AFFAIRS INITIATIVE
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Date of First Appearance: Jun 20 2010
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI, Ramat Gan, ISRAEL
Entry URL: http://www.theimpossiblebrief.com
Vice President/ Creative Director: Yoram Levi (Baumann Ber Rivnay/ Saatchi & Saatchi)
Creative Director: Ben Sever (Baumann Ber Rivnay/ Saatchi & Saatchi)
Copywriter: Tomer Gidron (Baumann Ber Rivnay/ Saatchi & Saatchi)
Art Director: Eran Nir (Baumann Ber Rivnay/ Saatchi & Saatchi)
Vice President/ Agency Producer: Dorit Gvili (Baumann Ber Rivnay/ Saatchi & Saatchi)
Producer: Bosmat Marmarely (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account Supervisor: Nir Federbush (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account Executive: Inbar Ben-Ari (Baumann Ber Rivnay/ Saatchi & Saatchi)
Planning Supervisor: Guy Gordon (Baumann Ber Rivnay/ Saatchi & Saatchi)
Planner: Lucy Blechner (Baumann Ber Rivnay/ Saatchi & Saatchi)
Digital Creative Director: Eddie Goldenberg (Saatchi Interactive)
Digital Art Digean: Yaron Sagie (Saatchi Interactive)
Digital Programer: Leonid Angarov (Saatchi Interactive)
Editor: Uri Dagan (Baumann Ber Rivnay/ Saatchi & Saatchi)
Media placement: JCDecaux - Canneslions Festival - 20/6/2010
Media placement: Event - Canneslions Festival - 20/6/2010
Media placement: Internet - Wab Side/fecebook - 21/6/2010

Insights, Strategy & the Idea
The Israeli-Palestinian conflict has remained unresolved for over 60 years, defying the efforts of countless leaders to find a political solution.

We asked ourselves: what if we took this complex problem and turned it into a brief - one that invites 'out of the box' thinkers around the world to find creative ideas to bring Israelis and Palestinians closer together?

Our insight was that creatives can't resist a challenge, so when faced with a brief that has never been solved, we aimed to get them volunteering their ideas.

The Impossible Brief was launched at the world’s biggest gathering of creative minds – Cannes.

News quickly spread on the Web as people around the world got on board.

The grassroots nature of the campaign was relevant to the young, wired creative audience, and the client, THE PERES CENTRE FOR PEACE, which has been at the forefront of people-to-people peace initiative for years.

Creative Execution
Outdoor advertising was used to launch the campaign at Cannes 2010.

Placed in 25 strategic locations in and around the main pavilion, the posters played a crucial role in communicating the message of The Impossible Brief. They captured the attention of the world's top creative minds, who had gathered for the festival and directed them to the campaign minisite, where they could access the Brief and upload their ideas.

The message of the posters was supported by street team activity and personalized SMS and Facebook invitations to the festival participants.

Results and Effectiveness
* The impact of the poster advertising in Cannes was key in spreading the news of the Brief beyond the festival, and helped to drive activity on Facebook, Twitter, blogs and sites .

We received 128 ideas from 65 countries across the globe, including submissions from creative partners in the Middle East.

The ideas were judged by a joint panel of leading Israeli and Palestinian creatives.

The best ideas were bound in a book to be presented to political leaders for inspiration as they continue in their quest for peace.

* See Confidential Information