This is such a good idea, I am consumed with envy, jealousy—there is a difference—and awe. And though it is physically difficult to applaud and cheer while eating your heart out, I couldn’t wait to share it.
To quote from Design Taxi’s piece, where I discovered this promotion, to help Land Rover owners stay alive if they ever get stuck in the desert, Land Rover worked with ad agency Young & Rubicam Dubai to create an edible survival guide.
Along with tips on surviving the harshness of the dessert, the survival guide teaches you things how to build shelters, and signal for help.
But as a last survival resort, because it is made out of edible paper and ink, you can eat the book!
O.K. They have raised the bar to wonderful new heights. But, as someone once said, there is no glory in falling off the lowest rung of the ladder. “Go big. Be bold. Don’t settle.” All clichés, and all so true.
Got the idea?