Could you hurt someone with your blood running through their veins? The Peres Centre for Peace presents: Blood Relations – The Israeli Palestinian blood donation project, the end result of the Impossible Brief launched at Cannes in 2010. After 60 years of conflict between Israel and Palestinians, what else could interrupt the cycle of hatred and revenge, and ignite belief that reconciliation is a real possibility? Maybe bringing together those with most reasons to hate each other together, and getting them to share blood instead of spilling it.
On the 14th of September, 2011, at a time of escalating tension due to the United Nations vote on Palestinian Statehood The Peres Centre for Peace brought together bereaved Israeli and Palestinian families to donate blood which could then be shared to save lives on the opposite side. The Israeli Blood bank, MDA and the Aal-Makassed Islamic Charitable Society Hospital for Palestinians in East Jerusalem agreed to accept both the Israeli and Palestinian blood donations. See more at bloodrelations.org. Click on the image below to play the April 26 case study video in YouTube
Click on the image below to play the October 2011 introductory video in YouTube
The Mutual Blood concept was submitted to the Impossible Brief contest by Jean-Christophe Royer, BETC Paris, and by Ben Drummond and Tristan Williams, Iris, London. The submission illustration was by Nimrod Reshef.
The Blood Relations campaign was developed at BBR Saatchi & Saatchi (Baumann Ber Rivnay) Tel Aviv, Israel, by CEO Yossi Lubaton, executive creative director Yoram Levi, creative managers Eran Nir, Tomer Gidron and Eddie Goldenberg, creative team Nathan Freifeld, Shachar Aylon and Jean-Christophe Royer, designer Steve Reiches, technologist Leonid Angarov, VP Production Dorit Gvili, producer Bosmat Marmarely, account group head Nir Federbush, account supervisor Lee Bryn, account executive Noa Sharf, planners Guy Gordon and Rachel Friend.