Land Rover / UAE / 2013Design & Packaging
Personal Extinction Prevention Book.
Land Rover sent owners a wildlife survival guide in which every page was a resealable packet of wipes meant to repel a dangerous animal.
- Brand
- Land Rover
- Agency
- Y&R Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2013
The challenge
Land Rover wanted a keepsake for current and prospective owners that played to their sense of adventure and was actually useful.
The idea
Owners are safe inside the vehicle and exposed once they step out. The book gave advice on handling animals they might meet, and each page held wet wipes infused with natural oils and ingredients chosen to repel or neutralise that creature.
Results
- According to the case study, it went to 3,000 customers and 170 owners contacted dealers with their own tips.
- The case study says the book is now included with the owner's manual of every new Land Rover sold.
Case study source: Directory (directnewideas.com) Source ↗
Awards
- Cannes Lions 2013Design LionsSilver
Credits
- Creative agency
- Y&R Dubai
- Chief Creative Officer, Creative Director and Copywriter, Y&R Dubai
- Shahir Zag
- Creative Director, Art Director, Designer and Illustrator, Y&R Dubai
- Joseph Bihag
- Copywriter and Art Director, Y&R Dubai
- Khaled Said
- Copywriter, Y&R Dubai
- Guillaume Calmelet
- Head of Production, Y&R Dubai
- Amin Soltani
- Producer, Y&R Dubai
- Leng Panganiban
- Producer, Y&R Dubai
- Binnu Cherian
- Photographer
- Jeevan Nambiar
- Photographer
- S. Kumar
- Account Supervisor, Y&R Dubai
- Zaakesh Mulla
- Account Manager, Y&R Dubai
- Pierre Farra
- Marketing Manager, Jaguar Land Rover
- Jean Atik
