Mission impossible

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

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Nothing is impossible these days as Tom Cruise has pointed out now in  not one, not two, or even three but four hollywood bockbusters. Mission ‘slightly tricky’, however, doesn’t really have the same ring to it.

The same goes for the BBR Saatchi & Saatchi Israel’s “Impossible Brief” for which it revealed the finalists at Cannes last week.

The “Impossible Brief” initiative was launched at the advertising festival the previous year and called on creative types to come up with ideas and ways to bring Israelis and Palestinians closer together.

Tricky? Sensitive? a political minefield? Yes. But impossible? No. As the 19 finalists prove.

They may not solve the ongoing Israeli Palestinian conflict but it does serve as a reminder that the ad industry can use its enviable skills and abilities to address some of the humanitarian and non-commercial issues affecting the world.

As Yossi Lubaton, CEO of BBR Saatchi & Saatchi Israel said: “I hope that all of the ideas will inspire others to use their own creative capabilities for the benefit of their fellow man.”

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