EDIBLE DESERT SURVIVAL GUIDE
|Entrant||Y&R DUBAI, UNITED ARAB EMIRATES|
|Type of Entry||Design |
|Title||EDIBLE DESERT SURVIVAL GUIDE|
|Product/Service||LAND ROVER |
|Entrant Company:||Y&R DUBAI, UNITED ARAB EMIRATES|
|Design/Advertising Agency:||Y&R DUBAI, UNITED ARAB EMIRATES|
Every day, people are flooded with dozens of junk flyers, mailers and brochures, which often go straight to the bin. We wanted to create a direct mail that would cut through the clutter and something that people would like to keep. The key objective was to showcase the off-roading capabilities of Land Rover vehicles.
To design a direct mailer, for our existing and prospective customers that promotes the classic adventurous spirit of Land Rover owners.
How the final design was conceived
Land Rover owners are adventurers. They believe they are unstoppable, not afraid of going deep into the desert. There’s a high chance that they can get lost in the middle of nowhere, not knowing what to do or how to get help. So we created a desert survival guide, which explains the basics for staying alive in the desert. The whole book was made out of edible ink and paper. And it had nutritional value close to that of a cheeseburger, so that in case of emergency, they can always EAT the book.
Indication of how successful the outcome was in the market
The book was sent to 5,000 existing customers and the initial response was very positive. The client was so happy with the concept that he asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.
||Chief Creative Officer
||Creative Director/Art Director/Illustrator