Past Winners

2012 Winners & Shortlists

EDIBLE DESERT SURVIVAL GUIDE

Bronze

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ClientLAND ROVER
ProductLAND ROVER
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPublications
TitleEDIBLE DESERT SURVIVAL GUIDE
Product/ServiceLAND ROVER
Entrant Company:Y&R DUBAI, UNITED ARAB EMIRATES
Design/Advertising Agency:Y&R DUBAI, UNITED ARAB EMIRATES

Brief Explanation

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.

The Brief

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.

Credits

Name Company Position
Shahir Zag Y&R Dubai Chief Creative Officer
Shahir Zag Y&R Dubai Creative Director/Copywriter
Joseph Bihag Y&R Dubai Creative Director/Art Director/Illustrator
Guillaume Calmelet Y&R Dubai Copywriter
Khaled Said Y&R Dubai Designer/Copywriter
Jean Atik Land Rover Marketing Manager
Mojtaba Komeili Photographer
Sarah Locke Account Supervisor
Pierre Farra Account Manager
Gitten Tom Illustrator