The Israeli - Palestinian conflict has been going on for over 60 years...SAATCHI & SAATCHI thinks that's stupid! So they've turned a political conflict into an opportunity to creatively crack this political dilemma.

Their idea, ask creatives to solve the political issue as if it were a creative brief.

The result of the creative's effort - a chance to grab two tickets to the 2011 Cannes Lions awards, "and who knows you may even win a Nobel Peace Prize".

Check out http://www.theimpossiblebrief.com/