This campaign revolves around an audience whose lives don't allow time for things like reading. In order to show them how much time gets wasted when we do mindless tasks, we focused on downtime they don't know they have. By focusing on commutes and other long waits, this campaign not only shows the audience how they can fit their interests into their existing schedules. The campaign is further bettered by the fact that it can be adapted to suit any age group or demographic.

Insight: With the rise in popularity of hobbies and other “hands busy- mind free” activities, the target audience is looking for new entertainment.

Art Direction & Copywriting: Sarah Mendez