Peres Centre for Peace: Blood Relations

Case video: http://www.youtube.com/watch?v=3GZxLcGSCow

To demonstrate the power of creativity in a troubled region, this unique event brought together Palestinans and Israelis who have lost family members in the conflict to donate their blood, side by side, as a symbolic act of healing. This project came about as a result of BBR Saatchi & Saatchi's challenge to creative minds around the world to present ideas to bring these people together.

Advertising Agency: BBR Saatchi & Saatchi, Israel
Agency CEO: Yossi Lubaton
Deputy Agency CEO: Yoram Levi
Creative managers: Eran Nir, Tomer Gidron, Eddie Goldenberg
Art director: Nathan Freifeld
Copywriter: Shachar Ayalon
Planning: Guy Gordon, Rachel Friend
Designer: Steve Reiches
Technologist: Leonid Angarov
Account group head: Nir Federbush
Accont supervisor: Lee Bryn
Account executives: Noa Sharf, Sharon Taggar
VP Production: Dorit Gvili
Producer: Bosmat Marmarely

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10 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Ever since the raise of aids, I found blood something scary. But it's an extreme gesture that does symbolize the solution well I think. It's nice to finally see the Impossible Brief being solved. (Only the brief though, not the problem I think).

Baelin's picture
Baelin
277 pencils

The spirit of this idea is strong. I'll remain cynical and dubious about whether it can affect the real underlying problem behind the conflict. But I believe it will have an impact on those it touches. Bravo.

Rt's picture
Rt
54 pencils

great project! hope it will contribute even if just a bit to solve to conflict

andylefty's picture
andylefty
4533 pencils

Oo nice idea. Won't solve a thing but conceptually great.

anonymouscontent's picture
anonymouscontent
2 pencils

Like many across the world, I also participated in this creative challenge and came up with a creative solution called “Blood For Peace”. I sent my idea on 2nd December which was uploaded on the impossible brief facebook page on 4th December.

“Blood For Peace” was aimed at creating a strong bond of brotherhood between the common masses of these conflicting nation through exchange of blood. From Blood Donation Camps to 24X7 Bloodline number to Thanksgiving Card from the receiver, I had laid down a step-by-step execution process for the idea.
Please scroll down to December 4th to view my entry.

http://www.facebook.com/the.impossible.brief?v=wall&ref=search

To my utter surprise it wasn’t even shortlisted. But today I am heartbroken to see an almost similar idea as the winning entry. I have nothing against the winners. But going by the impossible brief fb page, I was the first one to upload the “Blood For Peace” entry. The “Blood Relation” idea didn’t even feature in the list before December 4th.

The Impossible Brief's picture
The Impossible Brief
3 pencils

Dear Suman, We received an idea about mutual blood bank \ donation for the first time
from Jean-Christophe Royer from BETC Paris, on 13 July 2010.
https://www.facebook.com/photo.php?fbid=311359838878403&set=a.13710084...
We also received a similar idea from 2 more wonderful people including you.
Great minds think alike.
Thank you and peace for all.

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

Wonderfull project. Peace is possible. Thanks to work on!

Oren Zur-Shavit's picture
Oren Zur-Shavit
75 pencils

amazing.

Creative | Social Media | Web
www.innovibe.co.il

MindDrift's picture
MindDrift
1085 pencils

But we do kill mosquitoes, although they carry our blood in their veins. What a silly idea.
Man you gotta love Cannes. It has turned advertising agencies worldwide into charitable organizations and peace corps.

Geimima's picture
Geimima
815 pencils

this is what we need.. what this world need

life is a playground

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