It's hard being a first-time author. If you're lucky enough to have someone buy your first book, you still have to worry about whether someone ever read it -- or just let it languish on their bookshelves. And if nobody reads your first book, nobody's going to buy your second one either. To draw attention to this, DraftFCB Buenos Aires created The Book That Can't Wait, for bookstore and publisher Eterna Cadencia.
Made out of a specially created ink, the contents of the book only last for a limited time, so you have to hurry up and read it. The book contains a collection of stories from newbie authors.