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Advertising firm Y&R has created a quite fun promotional piece for Land RoverLand RoverUnited Kingdom, 1978 > present. The book titled "In Case of Emergency: Eat This Book" will be distributed to Land Rover buyers in Dubai, and the book is exactly what it says that it is: edible.
The 28-page book is meant as a survival guide in case the driver gets lost or stranded in the middle of the desert. It includes a map of the Arabian Desert, navigation instructions, a foraging and hunting guide, cooking guide and first-aid tips. The cover is made from a reflective material to signal rescuers; the metal binding can be used to make cooking skewers; and best of all the pages are made from edible paper and a glycerin-based ink that in a pinch can provide 372 calories of nutrition. That is about the same as a cheeseburger.
Land Rover has already handed out 5,000 of the guides to customers and will package 70,000 of them with a car magazine soon. It is also freely available in sports shops in Dubai.