Since 1948 Land Rover has been manufacturing authentic 4x4s that represent true breadth of capability across the model range. Defender, LR2/Freelander, LR4/Discovery, Range Rover Sport, Range Rover and Range Rover Evoque each define the world’s 4×4 sectors, and are renowned the world over for their high performance in tough terrain. To reinforce this strong outdoor ethos, Land Rover’s regional creative agency Y&R Dubai, came up with a very clever Survival Guide, and made it edible!
The guide, created especially for the Middle East region, contains information on indigenous flora and fauna, a map on the Arabian Desert, instructions for building shelter and topographic information to help guide lost Land Rover drivers to safety. There’s even a vegetarian guide to eating in the desert!
The edible book recently claimed bronze at the Cannes Lion Awards in the Direct Marketing category and is a steal at only 372 calories- roughly the same as a cheeseburger. Encased in reflective packaging- the look is similar to army rations- the book is bound with a metal spiral which could also be used for cooking. But, best of all, the book is printed on potato-starch paper with a glycerin-based ink giving it a slightly sweet taste – perfect for an energy boost when on a long journey!
While Land Rover vehicles can effortlessly breeze through desert terrain in scorching temperatures, amidst deadly animals and sinkholes, the new ‘Edible Survival Guide’ is the ultimate in survival kits for Land Rover drivers… venture out without it at your peril!