Past Winners

2012 Winners & Shortlists

EDIBLE DESERT SURVIVAL GUIDE

Silver

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ClientLAND ROVER
ProductLAND ROVER
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryUse of Media
CategoryMailings
TitleEDIBLE DESERT SURVIVAL GUIDE
Product/ServiceLAND ROVER
Entrant Company:Y&R DUBAI, UNITED ARAB EMIRATES
DM/Advertising Agency:Y&R DUBAI, UNITED ARAB EMIRATES

The Brief

To design a direct mailer, for our existing and prospective customers that promotes the classic adventurous spirit of Land Rover owners.

Creative Execution

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. This book teaches them the basics to staying alive in the desert, hence reinforcing what Land Rover stands for in a fun and engaging way.

Describe the creative solution to the brief/objective.

We wanted to create something that would cut through the clutter and that people would like to keep. So we created a 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.

Results

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