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Edible Book

Edible Book | 路虎 | Land Rover | 扬罗必凯 | Y&R
下载原始文件 下载原始文件 JPG | 3425x2422px
基本信息
行业: 汽车及相关服务
媒体:DM
时间:2012年2月
投放:阿拉伯联合酋长国
语言:英语
风格: Minimalism
说明cnen
The Arabian Desert is one of the most extreme environments known to man.
There even the most experienced driver can quickly succumb to the harness of the desert.
To form a lasting connection between Land Rover and its target audience, we created a practical desert survival guide as a giveaway to all Land Rover owners. This guide not only gives you extreme tips to stay alive in the desert, but as a last resort, you can also eat it.
The survival guide is made out of edible paper and ink, its metal binding can be used as skewers, and its reflective packaging to signal for help.
As a result more than 5,000 Land Rover owners are now embracing their sense of adventure, and the campaign helped reinforce the brand's off-roading capabilities in consumers' minds.

Describe the brief from the client
To design a direct mailer and giveaway for our existing and prospective customers that would promote the classic adventurous spirit of Land Rover owners. Something that would cut through the clutter and that people would like to keep.

Creative Execution
We created a survival guide, which explained the basics for staying alive in the Arabian desert. We studied the topography of the region to guide people to safety. And we 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. Finally, its reflective packaging, similar to army rations, could be used to signal for help.

Describe the creative solution to the brief/objective.
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 of staying alive in the Arabian Desert, hence reinforcing what Land Rover stands for in a fun and engaging way.

Describe the results in as much detail as possible.
The book was sent to 5,000 existing customers, and the initial response was very positive. Land Rover showrooms were filled with requests for copies of this new adventure must-have. The client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
插画:
摄影:
设计:
客户主管:
客户经理:
制片:
修图:
其他职位:Head of Production: Amin Soltani
Production Manager: Binnu Cherian
奖项
克里奥奖 2013
银奖 直效
Direct Mail
International ANDY Awards 2013
金奖 Collateral Design
纽约国际广告节 2013
银奖 设计
Automotive Products & Services
纽约国际广告节 2013
银奖 设计
Promotional Items
纽约国际广告节 2013
铜奖 直效
Mailings
The One Show 2013
优秀奖 Collateral
Promotional Items - Single or Campaign
Asia Pacific Advertising Festival 2013
银奖 设计
Direct Mail
戛纳国际创意节 2012
铜奖 直效
Flat Mailing
伦敦国际广告节 2012
金奖 创新
Direct Marketing - Consumer
伦敦国际广告节 2012
金奖 平面
Direct Marketing - Consumer
伦敦国际广告节 2012
铜奖 创新
Non-Traditional: Personal Items/Gift Items
伦敦国际广告节 2012
铜奖 平面
Non-Traditional: Personal Items/Gift Items
Dubai Lynx Awards 2012
银奖 设计
Mailings
Dubai Lynx Awards 2012
铜奖 设计
Publications
EPICA (Europe's Premier Creative Awards) 2012
银奖 设计
Publication Design
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