We created a book of photographs of marvelous places in Brazil. Each photo was coated in a special varnish that darkens upon contact with light. When one opens the book, the images disappear, leaving only one thing visible: the coordinates of the place. To see those landscapes again, you’d have to put the coordinates into the navigation system of an Amarok and go there yourself. More than just showing how far an Amarok can go, we wanted to transform a photograph into a real experience. The first book where the reader is truly the protagonist.

We created a book of photographs featuring images from a variety of places in Brazil.

First, we chose the most inhospitable and beautiful places in the country. Then we carefully coated each photo in a special varnish that darkens upon contact with light. When one opens the book, the images disappear, leaving only one thing visible: the coordinates of the place. To see those landscapes again, you’d have to put the coordinates into the navigation system of an Amarok and go there yourself.

The books were delivered to potential Amarok buyers, chosen via a specific mailing.

With just a few copies, we managed to pique the attention of the chosen mailing list.

In just one month, 25% of those who received the book took an Amarok for a test-drive.