Did Land Rover take a cue from survival guy Bear Grylls?
In an effort to ensure that their adventure-loving drivers remain safe on all of their off-roading excursions, Land Rover has created a ‘Survival Guide.’ Distributed as a manual supplement in Dubai, the survival guide lets passengers know what to do in case they find themselves stranded in the Arabian Desert.
The guide was created by Y&R Dubai to ‘promote the classic adventurous spirit of Land Rover owners’ and acts as an all-in-one emergency kit:
- The cover, made with the same type of reflective material used in the army, can be used to signal for help.
- The metal binding of the guide can be made into skewers, so stranded drivers can spear and cook any animals they’ve hunted- they’ll know what food sources to look for because the 28 page guide details all of the indigenous animals and plants in the area that are safe to eat!
- The pages of the guide also include information on how to make shelter, build a fire, and also includes a map in case drivers wish to try to walk their way out of the desert.
And in the worst case scenario? Land Rover drivers can actually EAT the guide. The guide’s pages are made of potato-based starch paper and printed with glycerin based ink, 100% safe to eat with relatively the same nutritional value as a cheeseburger.
Originally printed for only 5,000 drivers, the campaign has been so well received Land Rover will print an additional 70,000 copies as an insert in an upcoming car magazine.
The one downside? Drivers better hurry up and get lost- because the guide is made of edible materials, the first batch have an expiration date of 2.15.13.
Y&R Dubai on the inspiration for the campaign:
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 to staying alive in the Arabian Desert, hence reinforcing what Land Rover stands for in a fun and engaging way.
Scroll through a few pages of the guide below: