Ad agency Draftcb has won gold at the Cannes PR Lions for an
innovative publishing concept, using disappearing ink to print
books that gradually fade away over the course of two months.
Dubbed "The Book That Can't Wait," the format — an intriguing
one in a world increasingly dominated by Kindles and Nooks — is
being pioneered by independent Argentinian publishing house
Eterna Cadencia, which is using it to promote new authors. As
the promo video (below) points out, "if people don't read their
first books, they'll never make it to a second."  The specially-
developed ink used in the books works via a chemical process,
starting to disappear as it comes into contact with light and
air. Conceptually, they have something in common with
productivity apps like Write or Die, which combats writer's
block by deleting text after a certain amount of time without
user input. It's an idea which is proving popular — indeed, the
books are "disappearing" in more ways than one. On top of the
Cannes gong, Eterna Cadencia gave aw