Blood lines

Blood Relations is a film which is a culmination of The Impossible Brief, a project from Saatchi & Saatchi Israel which launched at Cannes in 2010. The objective of the Impossible Brief project was to develop and present ideas which would help to bring Israelis and Palestinians closer together.

The winning idea of The Impossible Brief is shown in Blood Relations: an Israeli-Palestinian mutual blood bank, which has toured the world; they follow a series of events during the UN meeting where the Palestinian Authority's bid for statehood was considered.

Last week, Jewish and Muslim students came together in London to donate at the National Blood Service. The students were joined and supported by members of the Parents Circle Families Forum, a joint Israeli/Palestinian organization for people who have lost an immediate family member in the conflict. 

Ali Abu Awwad of the Parents Circle Families Forum said, " 'Blood Relations' seeks to provide a catalyst for dialog by demonstrating two peoples' shared humanity through the common bond of blood. It is incumbent upon us to stress the need for an ongoing dialog towards peace, whatever the result of the Palestinian quest for an independent viable state."

Behind the winning idea is Jean Christophe Royer of Paris agency BETC: congratulations to him for winning with a rather unique, global idea. The Blood Relations website has all the info, and a place where you can "virtually donate blood".