Land Rover / UAE / 2012Design & Packaging
Edible Desert Survival Guide.
Land Rover mailed owners a desert survival guide printed on edible paper with edible ink.
- Brand
- Land Rover
- Agency
- Y&R Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2012
The challenge
Land Rovers can cope with anything the Arabian desert throws at them. Their owners cannot.
The idea
Y&R Dubai wrote a guide to basic survival in the desert and printed it on edible paper and ink, with about the nutritional value of a cheeseburger. It came in reflective packaging, like army rations, that could also be used to signal for help.
Results
- According to the case study, it was mailed to 5,000 existing customers and the response led Land Rover to insert it into a car magazine with a 70,000 circulation.
Case study source: Directory (directnewideas.com) Source ↗
Awards
- Cannes Lions 2012Direct LionsBronze
Credits
- Creative agency
- Y&R Dubai
- Chief Creative Officer, Creative Director and Copywriter, Y&R Dubai
- Shahir Zag
- Creative Director, Art Director and Illustrator, Y&R Dubai
- Joseph Bihag
- Copywriter, Y&R Dubai
- Guillaume Calmelet
- Retoucher
- Gitten Tom
- Head of Production, Y&R Dubai
- Amin Soltani
- Producer, Y&R Dubai
- Leng Panganiban
- Account Supervisor, Y&R Dubai
- Sarah Locke
- Account Manager, Y&R Dubai
- Pierre Farra
