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Christopher Bruce2012-05-29 18:01:17

Land Rover Creates Edible Survival Book for the Desert

The book provides 372 calories about the same as a cheeseburger

Advertising firm Y&R has created a quite fun promotional piece for Land RoverLand RoverLand RoverUnited Kingdom, 1978 > present15 models
1787 photos
9 videos
. 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. 

Source: PSFK

Land RoverLand Rover


Very good advertizing coup... Actually, I'd like to have one of these books....
01.06.2012 @ 00:05
28.08.2018 @ 09:47


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