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Edible Desert Survival Guide

Bronze - Flat Mailing - Land Rover

Issue 24 | September 2012

Agency

Y&R Dubai

Creative Team

Chief Creative Officer: Shahir Zag Creative Director/Copywriter: Shahir Zag Creative Director/Art Director/Illustrator: Joseph Bihag Copywriter: Guillaume Calmelet

Production Team

Retoucher: Gitten Tom Head of Production: Amin Soltani Producer: Leng Panganiban

Other Credits

Account Supervisor: Sarah Locke Account Manager: Pierre Farra

Background

Land Rovers can take on any obstacles in the desert; their owners can’t.

Idea

The survival guide explained the basics for staying alive in the Arabian desert. In an emergency, people could always EAT the book. It was made out of edible ink and paper and had a nutritional value close to that of a cheeseburger. Also, its reflective packaging, similar to army rations, could be used to signal for help.

Results

Mailed to 5,000 existing customers, the initial response was so positive Land Rover included the book as an insert in the next edition of a car magazine, with a 70,000 circulation.