Edible Desert Survival Guide

Agency Network: 
May 2012
Land Rover:  Edible Desert Survival Guide
Land Rover Direct Ad -  Edible Desert Survival Guide


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

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

Nike Diesel
Activity Score 13708
Art Director
morse's picture

Not just that, also this one: http://adsoftheworld.com/media/dm/bc_adventure_survival_training_busin...

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

Activity Score 18159
Art Director |

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Jackbr's picture

NIce, but...

Activity Score 1500
Art diretor |


Troll's picture

10 Stars for plagiarism.

Activity Score 672
Copywriter |


tillfu's picture

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

Activity Score 74
Creative Director at Head of Film University of Applied Sciences Salzburg Austria
Karelgp's picture

Un recurso ya utilizado

Activity Score 123
Copywriter at Intégralo BTL
kleenex's picture

How many calories are in one book???

Activity Score 58777
Web Designer/Developer
arvin's picture


Activity Score 341
mertos's picture


Activity Score 904
Creative Director
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