Volkswagen | Eat the Road

Derrick Lin


Creative Agency: Memac Ogilvy & Mather
Creative Director: Sascha Kuntze
Art Director: Sarah Bamford, Irfan Ghani
Designer: Irfan Ghani
Copywriter: Elizabeth Dewar
Account management: Joaquín Lajud
Project Type: Produced, Commercial Work
Client: Volkswagen, Middle East
Location: Dubai
Packaging Contents: Book with Edible paper
Packaging Materials: Cardboard, Paper, Edible Frosting sheets

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.

What’s Unique?
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!