At Cannes in 2010, BBR Saatchi & Saatchi, Israel launched the impossible brief - a challenge to creative minds around the world to present ideas that would bring Palestinians and Israelis closer together.

The winning idea is this one, the blood relations project, how can you hate someone who has your blood pulsing through their veins?

Case study film:

روابط دم

Ad 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