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 began to send us their ideas. The entries were judged by a joint panel of Israeli and Palestinian creatives. The best ideas were bound in a book to be presented to political leaders, as inspiration.

The Impossible Brief was launched at Cannes Lions 2010 - through outdoor advertising, street teams, personalized SMS and Facebook invitations, and a dedicated minisaite.In collaboration with JCDecaux, we placed 25 billboards along the Cannes promenade leading to the main pavilion, inviting creative leaders to join the project and upload their ideas to the minisaite.We created a Facebook Group to encourage conversation around the submitted ideas and generate buzz.Direct mail packages were sent to 100 executive creative directors around the world, asking them to get on board.Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, presented the Brief to Israeli President and Nobel Peace Laureate Shimon Peres, who warmly endorsed the project.The ideas were judged by a joint panel of leading Israeli and Palestinian creatives.

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

As soon as the campaign launched at Cannes 2010, we were all over the Web: Facebook, Twitter, websites and blogs:- We received 128 ideas from 65 countries across the globe, including submissions from creative partners in the Middle East.- People were starting to look at the conflict from an entirely new angle.- 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.No one knows if and when the brief will truly be solved. But one thing's for sure - the number of creative minds that joined the project and the huge amount of ideas we received proves that there is room for genuine hope.* See Confidential Information