Edible Desert Survival Guide

Agency Network: 
May 2012

While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Scorching temperatures, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into it, even the most experienced drivers can quickly succumb to the harshness of the desert. We wanted to create something that would cut through the clutter and that these people would like to keep. So we created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience. We researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. We studied the topography of the region to guide people to safety. We used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, we even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger. We sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops. The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.

Direct advertisment created by Y&R, United Arab Emirates for Land Rover, within the category: Automotive.

In Case of Emergency: Eat this Book.

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director / Copywriter: Shahir Zag
Creative Director / Art Director / Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer / Copywriter: Khaled Said
Retoucher: Gitten Tom
Head Of Production: Amin Soltani
Producer: Leng Panganiban
Account Supervisor: Sarah Locke
Account Manager: Pierre Farra
Photographer: Mojtaba Komeili

Comments (10)

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rmssenra's picture
Activity Score 4
Nike Diesel's picture
Nike Diesel
Activity Score 13630

And it still has an Average: 7.8 (38 votes)
I guess nobody gives a flying F about stealing from each other anymore...

morse's picture
Activity Score 18024

Not just that, also this one:

But still I like it. It fits the brand and the message.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jackbr's picture
Activity Score 1500

NIce, but...


Troll's picture
Activity Score 676

10 Stars for plagiarism.

tillfu's picture
Activity Score 74

Could some one please tell/ask/yell/demand lksdjfio to STOP SPAMING !!!!! PLEAZZZZZZEEEE !!!

Karelgp's picture
Activity Score 123

Un recurso ya utilizado

kleenex's picture
Activity Score 50610

How many calories are in one book???

arvin's picture
Activity Score 341


mertos's picture
Activity Score 904