‘The book that can’t wait’ (‘el libro que no puede esperar’) is a book printed in ink that disappears completely after two months since it has been opened. This will strongly urge the buyer to actually start to read (and finish) the book in a short time after they buy it. 

The project was set up by a small Argentinian publishing house and bookshop called Eterna Cadencia, in collaboration with draftFCB, a creative agency based in Buenos Aires. The publishing house wanted to urge buyers to start reading new authors quickly because “books are very patient objects. we buy them, and then they wait for us to read them. days, months, even years. that’s OK for books, but not for new authors. If people don’t read their first books, they’ll never make it to a second.”

“We think that this is a magical and poetic way of confronting a real problem,” explains javier campopiano, regional general creative director of draftFCB. “We wanted to make a book that was a message in itself, that encourages us to read those authors, before their stories disappear for real, right before our eyes.”

Watch a video about the project below.