BETC’s Jean-Chrisophe Royer answers Saatchi Tel Aviv’s ‘Impossible Brief’

Two years ago at Cannes Saatchi & Saatchi Tel Aviv launched its ‘Impossible Brief,’ inviting creatives to produce something that helped to foster better relations between the Israelis and Palestinians.

The winner was Jean-Christophe Royer (pictured here in enfant terrible mode), the copywriter on the recent ‘Bear’ Canal+ ad, with the idea for this film, made by BBR Saatchi & Saatchi Israel, for an initiative to persuade Israelis and Palestinians to give blood – to each other. The film, ‘Blood relations,’ features bereaved parents on both sides of the 60-year long conflict coming together rather than seeking revenge.

A remarkable piece of work it is too.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.