That was the challenge Droga5 Sydney met when their new client Qantas asked for a campaign to announce the airline's extended flight routes.
The shop came up with a charming idea – to commission a series of novels that are the exact length of Qantas flight times.
Droga5 collaborated with international publishing house Hachette to form the collection of custom books.
The series contains a range of varying genres to appeal to the airline's mostly male Platinum Flyers – non-fiction, thrillers, crime-based short stories – spanning disparate lengths to correspond with popular Qantas flight routes. "City of Evil" and "Australian Tragic" are among the titles.
The agency calculated the average time it takes to read a book using findings provided by its publishing company.
As Droga5 creative chairman David Nobay told Ad Age last week, " according to our literary friends at Hachette, the average reader consumes between 200 and 300 words per minute, which equates to about a page per minute.”
For short flights, the agency presumed that the books would be read contiguously. "For the longer flights, we accommodated [for] some napping time and meals," Mr. Nobay added.
The campaign titled, “Stories for Every Journey,” features design by art director Paul Belford. (See below.)
The complete packaging of the collection.
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