Mission impossible

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

/m/c/e/missionimpossible.jpg

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.”

You can check it out on Facebook.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here