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.