An integrated campaign for Penguin Books. The idea came from the insight that however busy we are, everyone has pockets of time that go unused: travelling, waiting, queueing up. And instead of spending that time looking at photos on Instagram or playing Angry Birds, they could use that time to read a book. Which brings to the point that there's always time to read. So the idea of the campaign is to encourage people to read in their pockets of free time, commonly while they’re travelling or waiting for their turn, by providing stories – either short stories or books broken down into chapters – short enough to finish within the pockets of 3, 10, 15 or 20 minutes. The centre of the campaign is the mobile application, supported with ambient ads to be placed at bus stops and train stations, posters put up common waiting areas and last but not least social media.
