Gold Winner

Print — Direct Marketing - Consumer

Entrant: Y&R Dubai, Dubai

Land Rover
"Edible Desert Survival Guide"

Illustrators: Joseph Bihag/Gitten Tom Photographer: Mojtaba Komeili Art Director: Joseph Bihag Copywriters: Shahir Zag/Guillaume Calmelet/Khaled Said Creative Directors: Shahir Zag/Joseph Bihag Chief Creative Officer: Shahir Zag Agency: Y&R Dubai, Dubai Agency Account Directors: Sarah Locke/Pierre Farra Client Account Director: Jean Atik Corporate Name of Client: Land Rover Magazine, Newspaper or DM: Direct Mail
Description of the Project

While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Sandstorms, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into the desert, even the most experienced drivers can quickly succumb to the harshness of the desert.

We created a survival guide, which explained the basics for staying alive in the Arabian desert. We researched every indigenous animal and plant people could encounter and how they could be used to survive. We studied the topography of the region to guide people to safety. And 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 with a nutritional value close to that of a cheeseburger. Finally, its reflective packaging similar to army rations could be used to signal for help.

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