EDIBLE DESERT SURVIVAL GUIDE by Y&R Dubai for Land-Rover

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EDIBLE DESERT SURVIVAL GUIDE

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Joseph Francis Bihag
Copywriter Guillaume Calmelet
Producer Amin Soltani, Leng Panganiban
Photographer Mojtaba Komeili
Released March 2011

Awards

Cannes Lions 2012
Direct Lions Flat Mailing Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Flat Mailing
Advertiser: LAND ROVER
Product/Service: LAND ROVER
Agency: Y&R DUBAI, UNITED ARAB EMIRATES
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Title: EDIBLE DESERT SURVIVAL GUIDE
DM/Advertising Agency: Y&R DUBAI, UNITED ARAB EMIRATES
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Creative Director/Copywriter: Shahir Zag (Y&R Dubai)
Creative Director: Joseph Bihag (Y&R Dubai)
Art Director/Illustrator: Joseph Bihag (Y&R Dubai)
Designer/Copywriter: Khaled Said (Y&R Dubai)
Copywriter: Guillaume Calmelet (Y&R Dubai)
Retoucher: Gitten Tom (Y&R Dubai)
Producer: Amin Soltani (Y&R Dubai)
Account Director: Sarah Locke (Y&R Dubai)
Marketing Manager: Jean Atik (Land Rover)
Account Manager: Pierre Farra (Y&R Dubai)
Photographer: Mojtaba Komeili ()
Producer: Leng Panganiban (Y&R Dubai)
Production Manager: Binnu Cherian (Y&R Dubai)
Describe the brief from the client
To design a direct mailer and giveaway for our existing and prospective customers that would promote the classic adventurous spirit of Land Rover owners. Something that would cut through the clutter and that people would like to keep.

Creative Execution

We created a survival guide, which explained the basics for staying alive in the Arabian desert. 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, and it had a nutritional value close to that of a cheeseburger. Finally, its reflective packaging, similar to army rations, could be used to signal for help.


Describe the creative solution to the brief/objective.

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


Describe the results in as much detail as possible.

The book was sent to 5,000 existing customers, and the initial response was very positive. Land Rover showrooms were filled with requests for copies of this new adventure must-have. The client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.