In Case of Emergency, Eat This Survival Guide

After you’ve foolishly walked away from your Land Rover to explore a mirage in the Arabian desert, you’ve found yourself lost. What to do?

Thank goodness for this survival guide that explains how to keep yourself alive with tips on dealing with scorching temperatures, building shelters, lighting a fire and so on. The best thing is: you can eat the book!

Actually the whole thing is a clever ad campaign by Y&R Dubai ad agency for Land Rover:

Y&R Dubai researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. They studied the topography of the region to guide people to safety. The agency used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, the agency 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.

In Case of Emergency, Eat This Book [Neatorama]

  1. 5 years ago