Volkswagen | Eat the Road

by Theresa Christine Johnson on 07/21/2016 | 3 Minute Read

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Part book, part gourmet snack. Volkswagen is celebrating the GTI’s birthday in an incredibly unique way. Memac Ogilvy & Mather designed this book that features breathtaking images of roads from all around the world that look, quite literally, good enough to eat.

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Eat the Road is a clever union of two seemingly unrelated things, and it’s done in a playful yet sophisticated way. The book comes in a special gift box that looks like it might house fine chocolates or other luxury sweets. A ribbon tab makes the book easy to lift out of the box, and the cover appears entirely in black to mimic the texture of tires. High quality images inside make Eat the Road a lovely photo book to set on the coffee table, and the ability to literally pull strips off of the pictures and eat them is an unbelievable experience. It feels similar to how the children in Willy Wonka & the Chocolate Factory must have felt licking the wallpaper—bizarre but fun, and strangely futuristic.

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Client: Volkswagen, Middle East

Country: United Arab Emirates

City: Dubai

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