Land Rover Creates Edible Desert Survival Guide Book

Land Rover: Edible Desert Survival Guide

It’s crazy. It’s also funny, unexpected, useful and so freakin’ cool thing to do. It’s crazy but cool.

I’m talking about eating a book. You know… because it’s a smart thing to do. I mean, we’ve been reading books for a long time now. Nice to be do something else with it.

Why not? A book has smart things in it and eating it will transfer those smart things to your body. I am not kidding, not when we are talking about the Land Rover Edible book anyway.

The Campaign

The Land Rover vehicle is marketed as a monster of the desert which is appropriate considering this campaign is taking place in Dubai. It can take anything that the harsh desert throws its way. However, the people in the Land Rover might not be as strong. The company wants to take care of the passengers and driver too. So, they decided to create a survival guide. It teaches you what are the edible plants you may find in the desert, how to send an SOS, what to use for cooking, and others.

Now, that’s cool right? It’s like having Bear Gillis with you all the time. They could have stopped there and I would still consider it a good “add on”.

The Oomph

However, Y&R (the advertising agency) just didn’t want to waste anything and they really want to rise above the advertising clutter. So, they decided to make the book edible. When all else fail, eat the darn book. The paper and ink are edible and has the same nutritional value of a cheeseburger.

They put a whole new meaning to the word ‘survival book’.

Think hard. When, in your lifetime, have you heard of a book you can eat? There may have been food products that were made to look like a book but this is the first book that is also food.


The Result

They gave it away for free to 5,000 existing customers and also made it available in sports shops. The client is so happy, they decided to print out 70,000 more and insert it as a supplement in a car magazine.

Agencies are usually struggling to make the client spend more so when the client voluntarily spends more, you know you’re doing something right.

Eat this book

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director / Copywriter: Shahir Zag
Creative Director / Art Director / Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer / Copywriter: Khaled Said
Retoucher: Gitten Tom
Head Of Production: Amin Soltani
Producer: Leng Panganiban
Account Supervisor: Sarah Locke
Account Manager: Pierre Farra
Photographer: Mojtaba Komeili

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

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