A Disappearing Ink Book That You Have Two Months to Read

To force people to sit down and read a compilation of new fiction by Argentinian publisher Eterna Cadencia, ad agency Draftfcb created a special edition of the book printed with light- and air-sensitive ink that fades away in two months (video). The books were given away as a promotion in distinctive airtight and lightproof packages. Once the package is opened, the clock begins ticking.