Eterna Cadencia, an independent publisher and bookstore in Argentina, published “The Book That Can’t Wait” (El libro que no puede esperar) to launch a new anthology Latin American authors. Working with DraftFCB they developed an ink that would disappear when it came into contact with sunlight and air, meaning that once the book was opened the words would only last for two months before disappearing. Advertising pointed out that if people don’t read new authors soon, they may never be able to. The first edition was sold out the very first day of the launch, and thousands of requests were made to purchase the book. Agency: Draftfcb Buenos Aires | Executive Creative Director: Javier Campopiano | Creative Director: Lulo Calió. Just watch the video and visit the link after for more info.