Volkswagen | Eat the Road

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.

“Known for defying convention, and occasionally physics, it’s hard to believe the GTI has been around for 40 years. To mark the occasion Volkswagen has cooked up something special: The Eat the Road Selection box—a gourmet selection of the world’s meanest roads, hand-picked especially for the GTI—a car designed to eat any road. From the sea highways of Norway to the Arizona Valley of Fire, each road is uniquely flavoured to bring to life the destinations from around the world.”

“Using the aesthetic of a Gourmet confectionary box, our packaging creates an air of mystery and luxury—incorporating the seminal look of the Volkswagen GTI. When opened, it reveals a photo book of the meanest terrain from around the world. But what makes this book unique, is that you can literally peel off and eat the road!”

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.

 

Designed by Memac Ogilvy & Mather

Client: Volkswagen, Middle East

Country: United Arab Emirates

City: Dubai