Every week journalists receive a sea of brochures and promotional materials from companies, all trying to get their products written up. Working for their client Volkswagen, Soho Square of Dubai, put together a fun “Instant Off-Road Kit” which really succeeded in getting noticed.

“Let’s be honest, most people don’t take their off-road vehicle off-roading. It’s for these people that we’ve created this convenient off-road kit. It gets you to the great outdoors and back in less than 5 minutes. Without having to travel there at all.”

A vintage, military-style medical box housed all the contents of the adventure pack. Rugged on the outside, with a Volkswagen blue sandblasted matte finish, type and logo stenciling, a lock pad and a carry handle.
Inside the kit you will find tongue-in-cheek humor, playful illustrations, unique typography and essentials such as “fake blood” and “spray on blood.” A designer’s playground!