Land Rover DM Personal Extinction Prevention Book by Y&R Dubai

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Personal Extinction Prevention Book

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market United Arab Emirates
Agency Y&R Dubai
Released February 2013

Awards

Cannes Lions 2013
Design Lions Promotional Item Design Silver

Credits & Description

Media: DM
Category: Automotive
Client LAND ROVER
Product LAND ROVER
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Type of Entry: Design
Category: PUBLICATIONS
Title: PERSONAL EXTINCTION PREVENTION BOOK
Product/Service: LAND ROVER
Entrant Company : Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency : Y&R DUBAI, UNITED ARAB EMIRATES
Name Company Position
Shahir Zag Y/R Chief Creative Officer
Joseph Bihag Y/R Creative Director
Shahir Zag Y/R Copywriter
Joseph Bihag Y/R Art Director
Guillaume Calmelet Y/R Copywriter
Khaled Said Y/R Copywriter
Khaled Said/Binnu Cherian/Leng Panganiban Y/R Producers
Zaakesh Mulla Y/R Account Supervisor
Jean Atik Jaguar Land Rover Advertiser's Supervisor
Pierre Farra Y/R Account Manager
Amin Soltani Y/R Head Of Production
Jeevan Nambiar/S. Kumar Y/R Photographer
Joseph Bihag Y/R Illustrator
Brief Explanation:
We needed to design something that would cut through all the brochures, flyers and giveaways people constantly receive. Something that would be unique and useful and that people could take on their adventures.
Describe the brief from the client:
Land Rover wanted to give their existing and prospective customers something that they could keep with them at all times. Something that would be useful in the wild and promote the classic adventurous spirit of Land Rover owners.
Description of how you arrived at the final design:
Whilst a Land Rover can take on any obstacle it faces, once their drivers step out of their vehicles, they are on their own. So we designed a Personal Extinction Prevention Book as a giveaway to all Land Rover owners. We researched every dangerous creature and the effects of natural oils, scents, and everyday ingredients on them. The book not only gives tips to survive against dangerous animals, but it also actively protects its owner. Each page is a resealable packet that contains wet wipes coated with natural oils or an everyday ingredient that will repel or neutralize dangerous creatures.
Indication of how successful the outcome was in the market:
The book was sent to 3,000 existing customers, and the initial response was very positive. Land Rover showrooms were filled with requests for copies of this new adventure must-have. And after reading the book, over 170 Land Rover drivers even reached out to tell us their tips to repel dangerous animals. The client was so happy with the concept that the book is now going to be given away as a supplement to the cars’ manual with every new Land Rover sold.